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SERVIN; A $20,000,000 A YEAI IND %Y DUST
t } CRANB..CERRYMIZ,
i _~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
MORSE BROS. of Massachusetts Left, G. H. Morse, Jr. center, George H. Morse
Sr.; right, Clarence "Finn" Morse. CRANBERRIES Photo~
30 Cents AUGUST 1952
CLASSIFIED DIRECTORY
oFOR
C2HtuRY s EFR
HARDIE SPRAYERS ndusria Engn s
BUFFALO TURBINE
Sprayer-Duster
DISSTON CHAIN SAWS
MALL ELECTRIC "HORSEPOWER PEDIGREE"
CHAIN WITH A
SAWS WR NITsand.
GORMAN-RUPP POWER UNT S
Centrifugal Pumps CLUTCHES & TAKE 0.;'F
MATHEWS WHEEL and GENERAL INDUSTRIAL
ROLLER CONVEYOR PARTS & SERVICE
INSECTICIDES Immediate Deliveries
FUNGICIDES See Your Local Pump Dealer
WEED KILLERS or
Frost Insecticide Co. WALTER H.MORETON CORP.
24 Mill St. 9 Commercial Ave.
Arlington 74, Mass. Cambridge, Mass.BO
Tel. AR 5-6100, 5-6101
Elliot 4-7891
INSECTICIDES
HAYDEN CRANBERRY
-SEPARATOR- GS
Wareham -Mass.
Choose and Use
NEW - Niagara Dusts, S:rays and
All-Steel Dusters
Portable
CPortable
SAND LOADERS lNiagara Chemical
Stationary Conveyors Division
and Food Machinery and
ELEVATORS Chemical Corporation
|| Middleport, New York
J.i. HACKETT I = S
Tel. Rockland 1864 1 'C RIAEN I Il?ES
No. Hanover, Mass. \ I)VERTISING
o INTERNATIONAL Engines I'YS BIG
* IAVWREN(CE
Propellor Pumps DlIVIDENDS!
® DEMING
Certrifugal Pumps Reasonable RatesS
• McCULLOCH and HOME-oSouth
LITE Power Saws
NATIONAL Sickle-Bar Mow-_________Mrs.
ers
SALE
FOR SALE
FR SALE
G o o d producing bog
wih excellent water and
Property has home
and large acreage. To see
this and other good cranberry
properties see
Robert R. Larkin
Realtor -Route 28
West Harwich Tel. 1195
CORRUGATED BOXES
of Special Design
Manufactured for cran
berry growers for over
fifteen years.
o
J-J.
Corrugated Box Corp.
Fall River, Mass.
Tel. 6-8282
Cranberry Growers
Always Especially
WELCOME
toVs
Visit and Ride
THE
EDAVeLLE RAILROAD
EDAVILLE RAILROAD
Carver, Mass.
Ellis D. Atwood
Morris April Bros. AUTO
Bridgeton -Tuckahoe Cape & Vineyard .
New Jersey Electric Company Robert W SavaryRobert W. Savary
iApples ::: . Offices: . CHRYSLER-PLYMOUTH
Cranberries Chatham SALES and SERVICE
Peaches Falmouth ' | ° ||d
~Peaches| ~Falmouth Goodyear and Federal Tires
____ Hyannis
GROWERS AND Provincetown Repairs on all makes of cars
Genuine Parts and Accessories
~SHIPPERS ~Vim yard Haven
East Wareham, Mass.
Tel. Wareham 63-R
Hall & Cole Wareham Savings Bank _
Established 1848
Incorporated and
Commission Merchants Fa ut EQUIPMENT
and Jobbers Falmouth Branch
94 Faneuil Hall Market 102 H YE
Welcome Savings Accounts
BOSTON, MASS.
Loans on Real Estate SEPARATOR
Wareham -Mass.
Safe Deposit Boxes to Rent
APPLES AND CRANBERRIES
SPECIALTIES PHONE WAREHAM 82 Pumps
FALMOUTH 80 Engines
Car Lot Receivers
Wheelbarrows
The National Bank of Wareham
Conveniently located for Cranberry men A IE Y
Funds always available for sound loans
Extensive Experience in
Complete Banking Service ELECTRICAL WORK
C At Screenhouses, Bogs and
.____ Pumps Means Satisfaction
ALFRED PAPPI
Member Federal Deposit Tnsurance Corp. WAREHAM, MASS. Tel. 626
120 Puerto Rican events in Massachusetts. Features
Workers for Mass. of the festival will include the gi-WorKers foIr Miass. gantic chicken and cranberry bai-
DAMN r D DIF^ Bogs This Year becue which has proven so popuavl
NIn H l» La A total of 120 Puerto Rican lar the past two or three years,
DLE
A total of 120 Puerto Rican
the election and crowning of the
agricultural workers is to be sent 9
GROWERS ATTENTION to Massachusetts in September for cranberry queen
use in the cranberry harvest. The Plans for this event are still
number imported last year was nebulous and committee meetings
Western Pickers, Inc. 240, one reason for the smaller will begin shortly to work out the
Western Pickers, inc., number expected to be required details.
have been granted pat-this season being the small crop
anticipated now after the unfaents
by the U. S. Gov-vorable July weather.
ernment Patent Office This decision was made at a WATER WHITE
meeting of the Labor Committee
on their mechanical cran-of Cape Cod Cranberry Growers' KEROSENE
Association at the Makepeace
berry harvester known Company office, Wareham, July 28. For use on Cranberry Bogs
Frank Butler is chairman of this
as the Western Picker. committee and J. Richard Beattie,
secretary. Also STODDARD SOLVENT
If you purchase a me-The islanders will be flown to
Cape Cod, September first and will Prompt Delivery Service
chanical cranberry pick-be housed in facilities provided by
various growers. The Massachu-Franco i l PA
er be sure it is not a setts Division of Employment and Francooad Co.
machine Security Office is assisting in the INC.
which infringes
machine which infringes bringing in of the help.
CRANBERRY EKWareham, Mass.
upon the Western Pick-
CRANBERRY WEEK
er patent. "National Cranberry Week" has Tel. 39-R
been set this year for September
28 through October 4th, with main
You should receive a _
guarantee of protection | A.....l
POWER DRIVEN
against infringement' lll^^ a^ i AUTOMATIC
~/~t
^^^ PORTABLCE
since infringement, if so,
carries serious conse
quences under the law. ^ 1
.EWERthE
* LIGHT . Aluminum-built,
Weighs only 24 IbI.
* THRIFTY . ·. uns6 hour, p.r gallon.
·' SMOOTH RUNNING . Compact
Western Pickers Toublefr..<..,, hp motor.
BAL
Simple to handle
Incorporated
ALSO CRANBERRY PRUNING MACHINES
1172 Hemlock Avenue C. & L. EQUIPMENT CO.
Coos Bay, Oregon P RANDON ACUSHNET, O
1Main MASS. 11A' 191 LEONARD ST.
1191 St. Tel. New Bedford
Tel. Rochester 89-3 Tel. New Bedford
3-4332
Two
I—— ...:^ ^,„,. 1 -:.~ Dr. Cross, has kindly :prepared
some brief notes on weed control
EIIIne*Ias CX^ s X for the month' of August. They
I~ass.ra ln6iy I are as follows:
e^rr^
|
|Station and Field Notes
anSta••ionF • eld~ N otes
L~~~by J. RICHARD
BEATTIE |These
by J. RICHARD BEATTIE
Extension Cranberry Specialist
........ _»——~~~~~~~~
The, Drought
The weather is the chief topic
of conversation among cranberry
growers. To say that it is hot and
dry is stating it mildly. Many
growers are considerably more
specific in discussing the situation.
In any event, records for consecu-
tive high temperatures and
drought were broken for the
month of July. During the first
28 days in July there were 11 days
when temperatures of 90 degrees
or above were recorded in the
weather shelter or above were re-
ported on the lowland near the
blueberry patch, and 16 consecu-
tive days when temperatures ex-
ceeded 90 degrees. 102 degrees
was the maximum recorded dur-
ing this period. From May 30 to
July 28 we have had only 2.42
inches of rain which is definitely
below normal. The last rain of
any consequence was June 30 when
.47 inches fell in this area.
Overhead Irrigation Pay Off
The question of the amount of
damage to the crop has been asked
a good mrany times during the past
few weeks. A quick estimate of
damage observed while making
regular bog visits would place
the loss to this year's prospective
crop somewhere around 20 to 25
percent as of July 28. Just what
August holds in store for us is
another question. Certainly the
rainfall in August can be an im-
portant factor in determining the
size of the crop. The drought of
the last few seasons has taught us
among other things that it is too
late to irrigate after the damage
becomes apparent. Once a peat
bog becomes dry, it is extremely
difficult to wet it up again using
the conventional method of rais-
ing the water in the ditches.
Overhead irrigation equipment has
really paid dividends during the
past few weeks. We have seen
several bogs where sprinklers have
been in operation during the
drought, and the crops are in
good condition. Some growers
have portable irrigation equip-
ment and have moved them con-
stantly over their bogs regardless
of temperatures and sunlight.
Very little damage to the berries
and vines could be detected. Many
growers have been experimenting
with flash floods; such floods may
increase fruit rots but that is one
of the gambles that has to be
taken when a bog is "burning up"
from lack of moisture.
Insects
The fruit worm season to date
(July 28) has been more active
than for several years. Fruit
abundant on many bogs during
most of June. Egg counts have
been running higher than normal,
and there has been considerable
spraying and dusting to control
this pest. However, control meas-
ures have been very effective
judging from most reports. The
lack of rain has resulted in maxi-
mum control from, our insecticidal
applications. Each year a few
growers are adopting Dr. Frank-
lin's technique of counting fruit
worm eggs in order to properly
time their control measures. The
second brood of the blackheaded
fireworm has been active on many
bogs. The new brood of weevils
appearing about mid-July has
been a problem on many proper-
ties. The blunt-nosed leafhoppers
are still too plentiful throughout
the cranberry area. Grub-flowed
bogs should be carefully checked
for cutworms 10 to 12 days after
the grub flow has been removed.
August Weed Control
"This year's extended drought
has killed out patches of vines,
and thinned out the vine cover.
areas are likely to be filled
with such weeds as corn grrass,
barnyard grass, pitchforks, fire
sweeds, and other annuals next
~year. This problem can be checked
by preventing these weeds from
fruiting this year on the bog, in
the ditches and canals, and on the
shores Directions for killing
these weeds among the vines with
copper sulfate and sodium arsenate
solutions in August are found
in the Weed Chart. Stoddard solvent,
fuel oil, ammate (2-1/2 lbs.
per knapsack of water) and sod
um arsenate (2 lb. per knapsack
of water) can all be used effectively
but to prevent the seeding
of these weeds in canals, ditches
and on the shores Mowing these
weeds is only a temporary help;
they sprout new shoots which
flower and fruit, unless the plants
are killed by weed chemicals."
Before leaving the subject of
eore e g e o
weeds, growers are reminded
ag th D rss
bulletin is off the pres.
". Fanklin Day"
Cape Cod Cranberry Growers' As-
Cape Cod Cranberry Growers' As
sociation will be held Tuesday, Au
soti e held Tuesy, A-
gust 19, at the Cranberry Experi
mt tatin in Est areham,
einnin pr y at 10 a m
It will known as Dr H J
It will be known as "Dr. H. J.
Franklin Da". Dr. Franklin will
treme
be honored for the tremendous
service that he has rendered the
cranberry industry during his 43
years as head of the Cranberry
Experiment Station. President E.
Experiment Station. President E.
L Bartholomew announces that
their
all cranberry growers and their
friends are
friends are cordially invited to attend
this very special occasion.
Personal
Mr. and Mrs. Charles N. Savery
of Cotuit have announced the
birth of a daughter, Judith Ann.
Mr. Savery has bogs in East Sandwich
and Cotuit and is secretary
of the Upper Cape Cranberry Club
and a director of Cranberry
Growers' Mutual."
Throe
What Is New!
The hot dry weather in Massa-
chusetts has done considerable
damage to cranberry bogs and has
unquestionably reduced the crop.
The amount of crop reduction for
the state will not be known until
the first report is released,
the first crop
but the following will give some
of the results and some of the fac-
tors other than heat and drought
w hic h contributed the
have to
damage.
Some growers have said their
damage was only ten percent,
others have said 20 to 25 percent
and two growers have reported
that their bogs would not be
picked. This Spring the Massa-
SEASY
ITNS 11
chusetts bogs were in excellent
shape and it was felt that the Mas-
sachusetts crop would be the larg-
est ever, possibly 100,000 barrels
over any previous crop. Now the
same people are of the opinion that
the crop will not be an average one
and may even be below 500,000
barrels.
As stated above, the hot dry
weather reduced the crop, but if
we accept this as the only factor
there is nothing which can be done
to prevent such losses in the future
if similar conditions arise again.
On the other hand, if we look for
other factors which the grower can
control the next hot, dry spell may
have less damaging effect on the
crop. In many bogs the first spots
to be injured were infested with
A V WA
IH flSS»4r Bn I WWI *Idate
to install a pump
... 1.....~ ..... g~ aN rplace
............ ~~~ing ~~Routes
2,i Drop ithan
grubs or girdler. These insects had
weakened the vines, so the weather
conditions killed them, whereas in
a normal year these vines would
have produced some crop. Bogs
with very shallow root systems
were also injured. Some bogs
which were very weedy suffered
because the weeds developed deeper
roots than the cranberry. Of course
the high spots suffered in many of
the bogs. One grower said his
trouble was from lack of sand.
The bog had not been sanded for
many years and it appeared that
many roots had developed in the
trash which dried out and the
vines died. Therefore, it would
appear that many of the berries
which have been lost could have
been saved if the bogs had had the
proper care and had been in better
grade.
NCA MEETING
change in place, but not in
for annual meeting of National
Cranberry Association is
announced. Date, as before published,
will be August 15, but the
will be at the Onset plant,
28 and 6, Onset, rather
the main office at Hanson.
|jl3.Backfillfor those the who let Hanson of.......
pulley;ie they knowbt are expe ted.
~i~5iijiiForiiiChange in
that
placemembers and
was made so
visitors might
see the Onset plant in operation
Hy~l8~irdraulic~j~ and inspect the improvements that
Four,,,,,~~i have been made this Summer.
1. Dig a hole. No cofferdamming, spiling, or pumping
out. Just a hole full of water.
2. Drop in the pump right in its prefabricated set-
ting. Just leave off the discharge pipe and drive
pulley.
3. Backfll the hole; add the discharge pipe and
pulley; belt on the power and o,~
2. in Drp pmp riht inits refabicate set
4. Pump. he
ting.offJust leavethe discharge pipe and drive ~
pulley For settings as for flumes, see
3asIr
know th expected.
qOa,, .ot
l:Po,~'°o ,'
'
iPumpplace was so
n made
|. R. & . T...UFI..... T
Hydraulic Consultant -Bog Railroads For Sale or Rent
Tel. Carver 64-11 NORTH CARVER, MASS.p
ISSUE OF AUGUST 1952 -VOL. 17 NO. 4
Published monthly at The Courier Print Shop, Main St., Waleham, Massachusetts. Subscription, $3.00 per year.
Entered as second-class matter January 26, 1943, at the post-office at Wareham, Massachusetts, under the Act of March 3, 1878
FRESH FROM THE FIELDS Compiled by C.J.H.
of RecordJuly NEW JERSEY
Combination of Record July Coination e1eat-D romht Cut Mass. Crop Feeling is Crop Looks Good
The general feeling among the
cranberry growers is that the crop
July, 1952 will go down in Massachusetts cranberry history as will be as good, if not better than
being the hottest and driest month on record, to date. Heat was un-last year.
mitigated all month long. Rainfall totalled .4 of an inch. Of this .06 1952 Spring plantings seem to
fell on the evening of the 10th and the rest not until the afternoon have rooted and made growth
of the 29th, a brief shower. These are the, figures for the Experiment more quickly than usual. This is
Station at East Wareham. There would be some general deviation at probably due to the wet planting
other points, as in Barnstable County, which was the least hard hit, season and the return of New Jerof
the three principal cranberry counties, Plymouth, Barnstable and sey's normal water table.
Bristol. No Serious Heat Damage
These, incidentally, were the three most effected in the entire In spite of the excessive heat
state. Everything was powder dry, and increasingly so as the month in July, there seems to be no genwent
on. eral feeling of serious damage
To even approximately estimate the damage done to the coming among the growers. There is,
crop, let alone vines completely burned into the ground, or less dam-however, the usual disturbing blosaged,
is difficult. By the middle of July estimates were as high as 20 som blast.
percent, Dr. C. E. Cross giving that figure. As the month came to an Damage from girdler injury has
end some were saying as high as 30 percent, others somewhere be-shown up this season more sevtween,
with perhaps 25 percent a safe figure. erely throughout the state than
Dr. H. J. Franklin called the drought and prolongued heat the worst for several years back. There will
he had experienced since he came to the Station in 1910. He said be need in many cases to flow in
he thought at least 20 percent damage had been done. It was the August or September after harcombination
of continual heat and lack of rain that make the situation vesting Early Blacks, water sup-
so bad. ^~~~~~~~~~~so bad. ~plies permitting. Dusting with
May Keep Better Normal rainfall for the Middle-DDT has been very effective in
How hboro, Hyannis base, killing the girdlers
Plymouth, millers.
, would cover the greater part of Several growers are making a
early in August the injury to the the cranberry area, compiled for second airplane application of fer-
total crop might not be quite as every year since 1887 is 3.41 inch-tilizer on bogs that show insuffiserious
as seemed possible at end es. Boston normal is 3.27. cient vine and leaf growth.
of July. Dr. Franklin pointed out Lowest previous July rain as re-(Continued on Page 18)
that berries can size rapidly dur-corded in "Weather and Water as
ing August and some "come-back" Factors in Cranberry Production," Vernon Goldsworthy
was still possible. Again on the Massachusetts Bulletin 433 was Cranberry Specialist and Grower
favorable side are the studies .84 in 1944. But the heat was not B. s. M. S. University of Wisconsin
which tend to show that a dry so intense then. July this year STURGEON BAY, WISCONSIN
July is favorable to keeping qual-averaged about 61/2 degrees a day 1. Growers suplies of all kinds
ity and Dr. Franklin said he above normal, and there were as 2. Vines for sale: Searls, Jumbo,
Howes McFarlin. All highest
thought the month might have meany as 12 consecutive days when quality-state inspected.
been favorable in that respect. the temperature was 90 or more 3. Hail insurance
The July heat might also be one inthe sheltr a the State Bog. 4. Management and consultation by
in the shelter at the State Bog. year or individual assignment.
favorable factor toward a heavier There have been only five other 5. Interested purchasing cranberry
crop next year, but would prob-Julys since 1925 when rainfall was properties in Wisconsin.
'crop^^_yearn~~Juy nex't anfl s 6. Custom marsh work of any na
ably be adverse as to keeping less than two inches, these being ture.
quality of the '53 yield. (Continued on Page 19)
Flove
Preliminary Report on the Development of Cranberry Fruit
By F. B. Chandler
Fruit of Early Black, Howes,
and McFarlin varieties of cranber-
ries were harvested several times
in 1946 in order to study their de-
velopment. In 1951, these varie-
ties were harvested at the State
Bog where the Winter flood had
been drawn early. The Early
Blacks were also harvested from
the Railroad Bog, and Howes from
Wankinco, which bogs had the
Winter protection removed late.
The first harvest from the early
drawn bog was on July 18, and
from the late drawn bogs, July
30; however, cup samples on the
late water bogs were not collected
until August 29. The average
berry weight, average volume and
cup count (number of berries per
cranberry cup, which is approxi-
mately a half pint) were deter-
mined at intervals until October
15; late water Early Blacks, how-
ever, could not be sampled after
September 14.
The data for average berry
weight plotted in Figure 1 indicate
that in 1951 all berries from the
varieties studied from the early
drawn bog had about the same
weight, half a grant or about 900
berries per pound on July 18.
However, on all samplings on July
30 and thereafter, the large vari-
ety, McFarlin, had a greater
weight than Early Black and
Howes. The average berry weight
of the first sampling on the late
drawn bogs was the same for
Early Black and Howes, about
one-eighth of a gram or about
3,800 per pound on July 30.
Between the 18th of July and
the 25th of August the :Early
Black and Howes from the :early
drawn bog increased in weight at
the rate of 0.0185 gram per berry
per day, whereas the same varie-
ties from late drawn water in-
creased at the rate of 0.024 gram
between July 30 and August 29.
Therefore, the berries on the late
drawn bogs grew about 30 percent
faster. The fruit grew much
slower for the remainder of the
season. The rate for the early
drawn bog was 0.0005 gram per
berry per day, and the rate for
late drawn bogs was 0.005 gram
per day. During the latter part
of the growing season, the late
drawn bogs were developing ber-
ries at a rate ten times greater
than the fruit development on the
early drawn bog; nevertheless, the
magnitude of the development was
much less than it was in the first
part of the season.
The data on cup count are presented
in Figure 2, which indicate
a slightly smaller number (larger
berries) for McFarlin at the start
and continuing through the study.
The cup count for Early Blacks
and Howes was about the same
for fruit taken from the bogs
where the Winter flood had been
removed early. The number of
berries per cup for Early Black
and Howes from the late drawn
bog was not quite the same as
the count for the early drawin
bogs. The cup counts for samples
from late drawn bogs were larger
than that for early drawn. Generally,
growers expect larger berries
(smaller cup count) from
bogs where the Winter flood held
late, but this was not evident in
this study.
The curve for the average volume
of the berries is nearly the
same as the curve for the weight.
The daily increase in volume
ranged from 0.02 to 0.06 cubic
centimeter from the beginning of
the study up to September 10. In
the latter part of the season there
_______________________________was very slight increase in vol
175s —
Iso1/
I>^~~~~~~~~~
/
X I^~~~~~~~~~
/
125
z(4^ god^/~~~~~
/\A -_ciety
I-4 / ./=1
0
100
:3 lot. t^ i ^/
it / %/'^ / /
U /
co~ ~// 75 Am~
^~/ ~evaporation
o |/^ Aft
/ /
50o //
25 ^,
ume, ranging up to 0.004 cubic
centimeter per day.
Aldrich and Work studied the
effect of evaporation, leaf area,
and roots on the enlargement of
1 ~pearsOregon. The results
in of
I ~their were reported in
work the
_ Proceedings of the American So-
for Horticultural Science in
1934. From their results it would
appear that the growth of the
pear and the cranberry may be
different. However, they found a
decrease in growth rate when
rate was high, even
"with the soil moisture well above
the witin If this is true
wilting point.
for cranberries, the growth in
July, 1952, would be less than normal
because of the very dry sea
— son.
As cranberries are always sold
l l l l l l a weightl l basis,l should
on growers
o-—1—1—2—1—1—1— 8—1—1— consider the increase in weight in
18 U?7 5 14 23 ST0 19 28 7 15te so
JULY AUGUST SEPTEMBER OCTOBER determining whether they should
Six
s50, — [ —-1 [ | ] I l -— -studied it will be noted that 1948
was the poorer year for growth and~~~y70 -Nevertheless, August
_production.
L BLACK 1.948 was a better month than July^AFk^ -^^':~ .952.
1= August this year has started
10o /P y with 0.19 inches of rain on the
S g^ ^ . I ^first day.
130 I / _ Bryant Sees Crop
° |1601 F /
F | /^~ .4|~ ~$Of More Than
^ -E..X 900,000 Barrels
O.) ^ -• ST. LOUIS, MO., AUG. 4
^1^'//Alf A of
o. 1t~~~~ "'" / cranberry crop over 900,3.,.
__//^ barrels forecast today by
i000 was
° -.„,",''4tpl^~itZ'i Bryant, Man
^, ~Harold E. General
.... ' •. . :" ager of the American Cranberry
Exchange, speaking at the 58th
220/ Annual Convention of the Interna
tional Apple Association.
/I | { l l I~ JjlI j lI-Bryant said the outlook is high
.....—13— ly uncertain as re
? — —_----3—-8 — —''—7 5 I at this time a
JULY AUGUST SEPTEMBER OCTOBER sult of drought conditions on the
be nicked when fully colored or — T 4' east coast, with growers' esti
lefto then vines to siz W eather IData mates pointing to a slight increase
left on the vines to "size up." In in Wisconsin and Oregon. Favor
1946, Howes was the only variety The following tables summarize able growing weather for the bal
studied through October 22, and if the eaerata obtanance of the season, he commented,
the September 5 weight is taken Cranberry Station, East Wareham, will be necessary if the crop is
as 100, the increase to September Mtable t wl be ned these m -to reach or exceed last year's total20 would be 2 percent; to October i ths y , thee of 932,500 barrels.
5, 4 percent; and to October 22, s s , b t The cranberry executive expects
11 percent. That is, the crop in- temperature was that prices, in line with
above 90 degrees. Both of these the up-
creased about one-tenth of 1 per-g g of the ward trend for other fruits, will be
cent per day. In 1951, the Howes maximum readings and high month-(Continued on Page 18)
berries on the early drawn bog maximum readings and high month-' -——
bries on te ly mean temperatures. The pre-GOOD RAINS INincreased in weight at the rate of cipitation for July 1952 was very MASS. FIRST OF AUGUSTtwo-tenths of 1 percent from Sep-low and 85% of this came in one In the first seven days of Au
tember 5 to October 15. The Early shower at the end of the month, gust a total of 4.30 inches of rain
Black on that bog increased at New Bedford reported this as the fell, or more than enough for the
the same rate. However, the driest July in 134 years. entire average August precipita-
Howe berries on the bog that was The data for August is also in-tion, which is 3.49. Most of this
drawn late increased 1 percent per eluded in order that Massachusetts was on Aug. 6th when there wasday. Studying the growth from growers may know the monthly 2.71 inches. Rain was recorded onSeptember 5 to Octobr 15 gives a averages and totals and thus make four days.
long growth period and mright be the comparisons during the month. This was "good" soaking rain-considered to indicate the growth It will be noted that both 1948 and fall, which certainly must have
during the entire harvest. There-1949 had high maximum temper-been beneficial to the water-
fore, it might be interesting to atures whirh gave high average starved crop on the vines, and off-study the growth from September maximum and high mean. How-set to some degrees, at least the
20 to October 15. During this per-ever, when the precipitation is record dry July weather.
iod the percent growth per day
odthe percent growth per ay JULY WEATHER DATA FROM CRANBERRY STATION, EAST WAREHAM
was Howes 1946 early water, Temperatures Precipitation
0.002; Howes 1951 early water,
Temperatures Precipitation
Greatest No.
0.000; Howes 1951 late water, No. days Days with consecutive days
Year Highest 90 or Ave. Mean Total 1/10 inch with less than
0.005, and Early Black 1951 early over Max. or over 1/10
inch
water, 0.00. Because of the in- 19:8 91 1 82.6 71.0 2.79 5 7
194.9 96 8 85.9 74.9 1.97 4 12creased risk and the increased cost 1950 90 1 82.4 71.0 1.22 4 12of protecting the berries, it is 1951 1 8.5 9 12
questionable whether a grower is AUGUST
justified in postponing harvest 1948 100 4 83.7 71.8 0.74 3 131949 100 4 83.0 71.4
after September 20 for small in- 1950 92 1 80.1 70.4 2.34 5 11
3.4 4 1
crease in weight. 1951 87 0 80.5 70.3 4,45 8 9
apypp
THEo STRONGER | nc DMNre
THEr Lw/V~e~n~o,
rn: O| sunups
Promotion and Not Production the Answer to a Successful
Industry, is the Conviction of Morse Bros., Massachusetts
Independents-Consistent Advertising-Merchandising in
Their Auto Business Convinced Them of Its Necessity-
Offer Constructive Thoughts.
By Clarence J. Hall
"Promotion, more promotion and then more promotion is what the
cranberry business needs," says George Howard Morse of Morse Bros.,
of Attleboro, Mass., independent growers and distributors. "And ade-
quate promotion and merchandising is all it needs." He firmly believes
that the potentials of cranberry marketing are not being reached.
"There is no question of the future of the cranberry industry. Why,
we'll never be able to grow enough cranberries if we do the job of mer-
chandising we could do. The future will indeed be bright." He continues,
"when all growers fully realize that their net return from either fresh
or processed fruit, is determined by only one factor. That factor is de-
mand!"
The Morses are exciting cran-
berry men to talk with. They be-
lieve more money must be spent on
advertising and general promotion
than the average grower thinks,
Their enthusiasm indicates they are
convinced this "merchandising dol-
lar," has got to be larger in pro-
portion than it ever has been-
enough larger to "scare" those who
are opposed to extensive advertis-
ing.
Morses Know Promotion
The Morses know something
about promotion-really extensive,
intensive promotion. They know
how proper advertising builds up
sales and how sales builds up busi-
ness. George Morse has been sales
manager of an Attleboro jewelry
manufacturer. He and his brother,
Clarence E., have built up Morse
Motors (Cadillacs and Pontiacs) in
the famed jewelry city of Attle-
boro, to car sales of between 700-
800 a year and with car service and
accessories are doing a million-a-
year gross, which is quite an auto-
mobile business in a town of about
24,000 population.
Their success they lay to live-
wire, pains-taking promotion. This
has cost money, but, it has brought
results. More of their hard-hitting
views on promotion in the cranberry
industry will be set forth
later.
Independent Marketers
Although independent in marketing,
Morse Bros. are charter members
of Fresh Fruit Institute. They
are convinced the industry needs
both the two major co-ops, ACE
and NCA, and try to "play along
with them" in every move which is
constructive.
The Morse cranberry growers of
Attleboro consist of George H.,
generally called Howard, and Clarence,
who has been known as
"Finn," since boyhood; Howard's
son, George Howard Morse, Jr.,
also known as Howard, Louis E.,
and Richard. The late father of
Howard and "Finn," Louis E., and
Richard pioneered the way in cranberry
growing, although Louis had
other interests as well.
Howard was born in North At
tleboro, Feb. 26, 1904, and is mar
ried, his wife being the former
Francis Rioux of Attleboro. Clar
ence, born in North Attleboro, Jan
uary 1, 1907, is married to the for
mer Janet Scott of North Attleboro
and the couple has one child,.
Louis was born in 1897 is married.
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Vine Setter and Crew at wor on a rebuilt.....Sharon section,-(CRANBERRIES Photo)
Richard was born Oct. 26, 1906, is
married and has two children.
Howard, Jr., was born Oct. 13,
1922, atended grade schools in
Attleboro and was graduated from
Tabor Academy, prep school at
Marion, Mass., which has nautical
training, and later attended Mas-
sachusetts Maritime Academy then
at Hyannis on Cape Cod. He at-
tended Babson Institute at Welles-
ley Hills, graduating in 1948, there
taking a course in business admin-
istration. He is married to the for-
mer Joan Smith of North Attle-
boro, daughter of Mr. and Mrs.
Roland Smith.
Howard in Jewelry
After High School in North At-
tleboro, Howard, Jr., went to Bry-
ant and Stratton Business College
in Providence, R. I. From 1933 un-
til 1948 he was in the jewelry
business engaged as sales man-
ager of one of the largest gold-
fill jewelry companies in the coun-
try. In this position he did exten-
sive rtavelling over the country and
learned a good deal about promo-
tion and sales. Clarence went to
Bentley School of Accounting and
worked later for an insurance com-
pany and then for Bird and Son of
East Walpole. Their father had
been prominent in the jewelry
business, was interested in the fur
trade as a yonug man, when he be-
came first interested in cranberries,
and was then in cranberries as a
side line for about 40 years until
his death.
Morse Motors was instituted in
1925 and two years later moved
into its present large quarters on
Falmouth Street. It was not until
comparatively lately that Howard
and Clarence became so deeply in-
terested in cranberry growing and
sales of fruit.
Morses Make Un Well-Balanced
Team
The Morses make up a well-bal-
anced cranberry team. Howard's
particular flare is for sales and fi-
nance. Clarence is concerned with
sales, too, but is also intensely in-
trigued by the growing end. How-
ard, Jr., is primarily devoted, at
present at least, to cranberry cul-
tivation and, his father says,
"wouldn't even consider going into
any other business." Of Clarence's
interest in the bogs, Howard de-
clares, "There is hardly a day when
the Winter flood is off, that "Finn"
doesn't take a couple of hours to
"sneak" off to look over the bogs.
Clarence, himself says, "I person-
ally get a bigger kick out of cran-
berries than the garage business."
The Morses, still relatively small
in the Massachusetts cranberry pic-
ture have in mind quite a bit of
expansion. They are also fairly
young in the game, but scarcely
strangers, with the long experience
of their father, they all knew about
cranberries since they were boys,
had picked cranberries, and for
years gave serious thought to pros-
pects of getting in themselves,
Their decision to become growers
and to sell cranberries is nothing
sudden.
One Bog Old-One New
Their cranberry holdings at pres-
ent are about 33 acres, in two bogs,
one in Sharon, 20, the other, 13, in
adjourning Wrentham. The Sharon
bog is an old one-original building
there was actually as long ago as
the Civil War, by a grandfather
of the late Roy Turner, well-re-
membered grower. This makes this
bog one of the oldest in Massachu-
setts. Wrentham bog is quite to the
contrary. Begun in 1947, it is just
now getting into maturity.
As an interesting "by-product"
of their old bog in Sharon, there is
located upon it the oldest house in
that ancient town. Owning the
oldest house in a New England
community is something of a dis-
tinction in itself. This building,
built in the 1700's, is now utilized
by the Morse Bros., in part as a
storage place. That is, the house
has been added to and the barn
reconverted to use for storage.
The building was once a tavern
on the coach road from Boston to
Providence. Local history has been
verified that, during the time of the
Revolution a Boston Tory buried
treasure on the present Morse
cranberry property-silver and
jewels.
Both Sharon and Wrentham are
in Norfolk County. Of the possi-
bilities of cranberry growing in
that inland district the Morse Bros.
are enthusiastic. They point out
that the area is natural cranberry
country. There are still many
patches of wild vines producing
each year. Years ago, they say,
there were many cultivated bogs
and they can point out probably a
total of 200 acres. They are not
wrong in this, for "The Cranberry
Industry in Massachusetts," State
College bulletin 332, gives Norfolk
269 in 1895, 289 ten years later-
its brief peak-and then a drop in
1915 to 60. But in the last decade
the curve has started up again.
They share the same cheerful
ness of the other few growers of
Norfolk-that the county grows
berries-big, sound and plentiful.
There surely are comparatively
vast acreages of good potential
bog. There is, however, the draw
back there is usualy not enough
good bog sand around present bogs,
or future ones. Sand at the Morse
properties is either too fine, clay
or it is gravel, with stones too
large to be screened economically.
The Morses buy their sand.
Norfolk County is also probably
colder than Plymouth or Barnstable
counties. But the Morses, as do
other growers of Norfolk, think
there is more sunshine during the
year. This is due to absence of as
many, foggy, cloudy days as occur
in the coastal counties. There is
plenty of deep peat. The Morses
have a peat bed from 6 to 15 feet
deep at Sharon. Water is plentiful
and there are springs in the bog it
self for additional water.
Sharon bog, as originally built
had no ditches. Seven acres have
been completely rebuilt, with
ditches, and four more now in process
of renovation. Vines are being
set with vine setter and a crew
broadcasting. Except for one small
piece, all new plantings are Howes.
The small patch of Blacks is being
put in more for a check plot than
for anything else. The new Wrentham
bog is set entirely to the late
variety.
The ancient Sharon bog has been
re-made several times. It was as
much as four feet out of level, dish-
shaped. The low center has been
refilled, material being taken from
higher areas, pushed in, as an experiment.
Both bogs are protected for frost
and irrigation, by gravity flow.
Sharon water is from three reservoirs.
Wrentham is supplied from
Rabbitt Hill Stream. One section
of the Sharon property has overhead
irrigation, which the Morses
like.
Ffto»g
As noted, with exception of the
patch of Blacks, plantings are
Howes, this late variety being con-
sidered more favorable for Nor-
folk County condition. The Morses
have gotten some excellent crops.
From one piece of the re-built
Sharon bog, a 3-acre piece, they
harvested last Fall 1,056 picking
boxes, which is a rate of produc-
tion of 117 bbls. to each acre.
"Leek" Handy Influence
The late L. B. "Leek," Handy of
Wareham was one of the earlier
growers of Plymouth County to
venture up to Norfolk for bog
building. He was a' staunch advo-
cate of Howes for Norfolk.
Probably it should have been
mentioned earlier that Mr. Handy
i?:i'::::ii::!i
i
-who turned more than one man's
thoughts towards becoming a cran-
berry grower-was actually the
"Godfather," of the Morse interest
in cranberry culture, Howard says.
The late Lewis, many years ago
became acquainted with Handy
through fur buying. The Morse
family acquired some cranberry in-
vestments with Mr. Handy in Car-
ver and Marion, and Richard Morse,
a brother, is still interested in
HIandy estate holdings. Mr. Handy
also induced the late J. E. Tweedy
and the Maintiens of North Attle-
boro, in Plymouth County cranberry
growing years ago.
Last year saw the largest crop
of the Morse Bros. to date, 1650
barrels, but they confidently expect
....
!ii
this figure to go up this Fall and
thereafter, as the renovation program
takes over and the new bog
matures.
As independent distributors last
year they merchandised approximately
10,000 bbls. They represent
about 15 growers, who are
mostly in the Plymouth County
area. Their fruit is sold under the
label "Paradise Meadow, brand,
Vine-Ripened Cape Cod Cranber
-ries." Original name of the Sharon
bog was "Paradise Meadows."
Howard believes they were the first
to use the descriptive "vineripened"
designation.
Prefer Cellophane Pack
' ' "We shin only in cellophane packages
or quarter barrels," he ex
.plains."We never ship window
boxes. In our opinion, purchasers
of cranberries 'by consumer, rep
~::~ ~~~~~~~~~~~~~~~~resent so-called "impulse buying."
i^i~::~ii~::::~::.
iiiii{1iii?~11:,i
~ !iii~;i~~~~i?~i~~~i?
::~?~
iiii~~~iii!?~?;ii::. . ~ ~
i?:::::::4iii~~~~~~~~~ii
themselves is the best means of
catching' the purchasers' eye.
~~~~~~~~~~"The cellophane package definite
: l~~y shows a great deal more of the
~. . ~~of
~of
fruit than does the box. Further,
~~~~~~~~~~~~~~~thea more expensive means
box is
packing and since the first law
merchandising is to be compe
titive, we do not believe that vol
ume buyers would pay a premium
for the window box.
"Experience has borne this out:
and we feel that the net result of
berries in the window box,
means a lower return for the grow-
He adds, he has no quarrel with
net for ourselves
thosecan producewho thinkmorewindow boxes are
more desirable to some of the con-
and ourthe coloroup of growanberries
suming public. He has made sur
veys among his outlets which prove
to his satisfaction they prefer the
cellophane.
Hloward A True Salesman
Howard Morse is the salesman
type, the extrovert, whose enthu
siasm in promotion and merchan
dising is contagious. Both he and
Clarence are salesmen themselves.
That is one reason why they are
independents. They have no axe
to grind with the co-ops. In fact,
the opposite. ACE and NCA are
necessary in the industry. "But,"
i:~ s~~~~~~~~~~~~~~~~hipping
.'"'
'~~ ~~
Howard Morse and constant companion, uSpot, at Swharon Bog.
(~RANBEIeES Photo)
~:~~~ ~ ~ ~ ~ ~ ~~~~~~~<
?i:-i! ~~~~~~~~~~~~~Howard says, "we are well con"~
tent be own We
~ to our salesmen.
Howard Morse dnd constant companion, "Sot"at Sharon Bog . can produce more net for ourselves
(CRANBERRIES Photo) and our sinall group of growers,
We can do the promotional job as
w"e 'see it •b.est. ourselves." .'
Howardt does much ofe his selling ....................... .............
by telephone, but goes-out on the
road for about seven weeks each
year. For a time Morse Bros., put
out a premium.i pack under the o adv
vine-ripened labelY Tiliey atder-
ised nationally, in mediums such
as Housed Bthautiful,a Home and was_ _
Garden, Country Gentlemen, New .
` ` ......
York Times and so f orth.s
isold aarkett price, t heyd iut a
premiUm a b
found th soi e SWacs oin
er much work:
yega r from the r
after yea upper
volved that a justifiable net wasell ton
not for th a . . cacomeyindg. si ll
bracket class. Fine nruitcan beo i S Pe i Po)
Mesors i te worth-b beslie ll
ros.e yB no a wver ....
while cranberry market should
neglected. Howard, a year or so
ago, made a surveyc of sma ll gro-
ceries, the so-called "neighbor-
hoodsupermaretshehoods,"rin Attleboarea.eithe "but
g orHe...
found that rony ea ewn carried
Yc ranberries-at e
cranberries atan ofte
year aeteryhetr fromtat Thanksgiv-
ra oandthat even them."
ingMot Boros. harvest
earge it h cran-
berries on sale. He said he went
after this angle on testa basis,
eandfounthnt by utting cran-
berries in such stores, the stores
began tosales. masr-
make "Your
ket is not only in the chains and
supermarkets," he declares, "but
in smaller as
markets, well.
eromtohaeirmainbrie
display everywhere to sell .them."
Morse Bros. harvest their own
crop with three Western Pickers
and package their own fruit and
that of most of the growers in
their group. As concerns the
Western, they says it has been
their experience, the machine does
not ,bruise and does pick clean,
They pick for about 60 cents a
barrel, and under the most favor-
able conditions, for as little as 24
cents per barrel.
Their packing house, a short
distance from their main garage,
was formerly a unit of the Attle-
boro street department. They en-
larged it, until it is 180x40 feet,
single story of brick and cenrent
block construction with doors at
either of the two sides for easy
entrance and unloading. The
building is adjacent to a railroad
ibe n
to e
Oldest Housein Tn at Sharon Property. .hto)
(CRANBERRIES
Dee Fillers being added. The gar-promotion M . d and
o aimreal. cAttleboro t
siding should they decide to ship
by rail rather than by truck. They
VewoHaydenthe Futors anand
have two sparators
fou Baileys. fThere pahckaging
four Their prackagiang
machines are St. Jacques (Hayden
Separator Comanp.) They utilize
Matthews conveyors have
and
streamlined all operations as much
as possible. More remodeling is
going on at present, and 2 Spee-
Dee Fillersb eing added. The gar-
promotion.
age furnishes, mechanics, in case
of need.
Views of the Future
As to the future of the cran-
berry industry here their opinion
in their own words follows: .
"As far as the future is con-
cerned, we feel that cranberry
prospects will be bright wlhen all
growers fully realize that their
net return from either fresh or
processed fruit, is determined by
only one factor. That factor is
demand. Too many growers think
that price should be determined
by the cost of production. Cost
of production is in no way, shape,
form or fancy, related to the sell-
ing price of any product. De-
mand alone wholly determines
price. W~hen growers realize this
thoroughly enough, ways and
means to increase demand will be
found, and the present demand for
can be broadened and enlarged to
c ationough allth to'take care
a great enough extent to c
of theselling ofiany
d any inpossible increase in pro-
ducmio
duction.
"Many growers think of advertrising
as an attemrpt to sell onlyby means of rdio, tevion, blboards,
newspaper and magazine
displays, etc. Actually advertis
ing is only onetool of selling, and
Merchandising, and
publicity are other tools, and a
combination of all has to be employed
in the selling of any product
if maximum results are to be
attained.
"Some promotional type of advertising
will lend itself well to
the cranberry business. Basically,
however, advertising in aniy of its
forms is no better than the ideas
behind it. 'Many products are extensively
advertised, promoted,
and publicized well in advance of
the introduuction of the product
itself. Why? To create in advance,
that all-important demand,
to insure'the desired good' return
for ' the product. In fact in a
great many lines of business it's
promote, advertise, or die.
"Ocean Spray's team' Chicken
with Cranberry is a wonderful example
of the well conceived promotion.
The thought back of their
both fresh and processed berries --romotion campaign-s-not-just to
.t..i....
sell a can of sauce but to sell
again and again and again by
making it a habit to associ-
ate chicken with cranberry. This
promotion is an adbsolute natural
and the industry is just starting
to receive its bromo
"Only the surface has yet been
scratched and, provided the pro-
motion continues on a regular
basis, the benefits will increase for
many years. -.-.
many years. i Hi
"The coming Eatmor Giveaway
I campaign is another good type of
promotion. This has been used of
course in many fields and very
'succ)essfully, and while it costs
money, demand should be
strengthened sufficiently to get
back all costs plus a profit for the
industry.
"If we want a strong demand
for our fruit with the resulting
strong price, we rust expand to
the fullest extent possible, our
markets-not just one, but both
fresh and processed, and at the
same time. Remember, stronger
the demand, the better the net re-
turn. Anyone who will study the
Ocean Spray sales record of the
last few years and will also look
at the constant advertising ex-
penditure, can plainly see that pro-
motion money pays very big divi-
dends. Prices have been increased
twice on the cranberry sauce, but
Peace of mYind
reacea o
quired but well
the thing to remember is that it
could not be increased until the
demand had been strengthened-
and the promotion strengthened
the demand.
"Exactly the same results can
in promoting frs
fresh
fruit sales. Those growers who
despair of the continued large vol-
ume fresh fruit market, simply
don't realize the huge volume of
profitable business that can be de-
veloped by consistent, well organ-
ized, and well financed promotional
campaign in the fresh fruit field.
This whole field of fresh fruit and
vegetables, not jlust cranberries
alone, are just waking up to their
profit possibilities through better
merchandising and promotion. If
the cranberry industry doesn't
step up to this market and promote
their cranberries, the boat
will be missed.
Their Opinions
Merit Consideration
"The nature of any product in
the final analysis, determines its
sales policy and the percentage
of an industries product that
should be put into advertising or
promotion of course varies. Cran-
berry growers in the main, are
too apt to think of quarters and
half dollars per barrel as enough
for advertising. When the day
comes when they all realize to the
is not easily a-
S mnot easily ac-
planned insur-
ance can sure help dispel a heap
of worry-
Eben A. Thacher
Brewer & Lord
40 Broad Street, Boston, Mass.
Telephone: Hancock 6-0830
Twplv,
marrow of their bones, that demand
alone, not cost of production,
determines price, this industry will
each and every year, willingly
spend one or two dollars per barrel
on promotion in it's various
foen they do, rained
cranberries will be a profitable
business and will continue to be
profitable just as long as the product
is properly merchandised."
These are strong, carefully
are
thought-out ideas for the future
of cranberries .They merit consideration.
Great \oods Fire
Sweeps Valuable
Mass. CranberryArea
With woods tinder-dry during
July all cranberry growers in Massachusetts
were fearful of fires.
On July 24 at 12:30 noon the
worst Massachusetts fire of 1952
to date broke out near Bump's
Pond in South Carver, not far
from the Wareham-Carver town
line. The area is filled with acres
of cranberry bog. Black and white
smoke rolled an estimated 8,000
feet into the hot sky.
Before the fire was under control
late that afternoon, an area
four miles long by a mile wide
had been swept by flames driven
by northeast winds which varied
wierdly, from time to time. Estimated
loss was $100,000. No bogs
were burned, but much pine land,
including 75 acres of the A. D.
Makepeace company and 75 by the
Smith-Hammond company, also
owned by Makepeace interests
were destroyed.
This was part of the "Tree
Farm," of Mr. Makepeace, for
which he had received the first
Bay State award going to a cranberry
grower, as reported in the
June issue of CRANBERRIES.
Loss was estimated at $20,000 by
Makepeace interests alone.
Four hundred men from 28 Plymouth
County communities fought
the blaze, directed by a plane from
Plymouth County Conservation
Service and by Mrs. Alida Barns,
56, fire watcher atop the 75 foot
tower at the State Myles Standish
Reservation. She is the only
woman fire watcher in Massachu-
isetts. A truck of East Wareham
Forest Fire Department was de-
stroyed and many thousands of
feet of hose, owned by Middle-
boro.
State Forestry Director Ray-
mrond E. Kenney, who was in
charge of fighting operations,
called it one of the worst in his
experience. Nlo vines were burned,
but some were scorched by the
heat. Some bogs in areas were
flooded, including the Harwich
bog of the A. D. Makepeace Co.
This was a treacherous fire with
so many and such valuable bogs
throughout the area. Cause was
unknown. There had been a fire
in the same locality on the 20th
but this had been officially de
clared out.
Annual New JerseyMeeting August 28
e
President Archer Coddington
has announced that the regular
Summer meeting for this oldest of
New Jersey growers' associations
will be held at Stanley Switlik's
layaway Plantation at Prosper-
town, N. J., on August 28. The
meeting will begin at 10:30 a.m.
The following program will be
presented:
Opening remarks by the presi-
dent; New Jersey's appreciation
for Dr. H. J. Franklin's research
Charles Doehlert; results of apply-
ing dormant sprays against cranberry
scale, by Martin T. Hutchinson;
research with the Steri-
Cooler, by Ernest G. Christ;
lunch; colored illustrations of
cranberry insects with emphasis
on their natural enemies, by Wal-
A large attendance is expected.
Friends and families of members
customarily come. Growers who
wish to learn about the organiza-
tion-which exists solely for the
exchange of information-are cordially
invited.
MASS. STATE BOG
BLUEBEKKRIES PICRKED
BY THE PUBLIC
Cultivated blueberries at the
Massachusetts State Bog this year
were harvested in a new manner,
neither by the Station itself, or
by contract. Instead the public
was invited by Dr. F. B. Chand-
ler, who had charge to come in and
pick their own fruit at 25 cents
a quart.
The crop was not large this
l
year, as, for one thing, there had
been considerable replanting.
However, many read advertisements
of the offer and from day
to day, except on Sundays, there
were pickers in the field, and as
August came in the crop was being
harvested.
INDIAN TRAIL is growers working together
i 'private enterprise."
THAT IS WHY
I
I
j
INDIAN TRAIL IS BEST FOR SERVICE.
INDIAN TRAIL IS BEST FOR SALES.
INDIAN TRAIL Is LOW IN FEES.
ra bery Gs,
Mead-Wittr Bldg.
WISCONSIN RAPIDS WISCONSIN
_E--
Growers Of
Phone 147 WAREHAM, MASS.
!
Thirt:e
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This air view shows the dangerous Carver-Wareham, Massachusetts::fire shortly after it had started.
In the foreground, right, is the L'Round Bog," and left, the "Harwich Bog" Of A. D. Makepeace Co. Above,
left, is Bumpus bog, on the shores of which the blaze began. A.b·ove that is the Edwards bog. Above that and
to the left and center, bogs of E. L. Bartholonrew and Smith Hammond Company, respedtively. Wooded
area in the foreground was later burned over.
This was an extremely dangerous fire with so much valuable bog and woodland all through the area.
All who had charg·e of the fight say it was worst, or one of the worst, woods fire they had ever experienced.
(Wareham.-: .Courier Photo)
Fiffsctrr
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S~~~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~~~:ixteen..;.:::::....::::
Vol. 17
6dittial•— ISSUE OF
THE GREAT DROUGHT
JULY was a montts of discouragement to
the growers of Massachusetts. It is not
a happy experience to see so many thou-
sands of barrels of cranberries burn on the
vines because there is simply no rain, and
the sun shines down relentlessly day after
day with such extreme highs in temperature.
This was the hottest and driest July
weather ever recorded in Massachusets
cranberry records.
The damage to the Massachusetts crop
has been severe. In a report elesewhere in
this issue, the story of the great drought and
heat is told. We have not intended to overemphasize
the loss, nor can it be minimized.
Estimates are often dangerous things to
make. Such as in this case of per cents-
per cents of what? Obviously nobody
knew even before this disaster struck what
the crop would be next fall. However, the
situation for Massachusetts is admittedly
bad. It may improve in August or get
worse-all depending upon the weather.
While growers were practically help-
less in July against the weather, they could
do something about insects and they did.
The dryness favored insecticide applica-
tions, especially dusts. This, of course, cost
money, too.
DO WE REALLY ADVERTISE ENOUGH?
4[RE cranberry growers, as a class, too
— cautious in their evaluation of adver-
l:ising? That would be one of the points
ra;sed in the interesting comments of
George H. Morse in the article upon the
Morse Bros. in this issue. Do too many
growers merely regard an advertising as-
sessment as simply an extra cost of cran-
berry growing per barrel?
With Mr. Morse's contention that the
stronger the demand the greater should be
the net return, there can be little argument.
And he is not the first to state that cost of
production has no effect upon price; that
price depends upon demand. Demand maybe created by effective and adequate "ad-
vertising" and by "advertising" is meant all
forms of promotion.
NCA and ACE, or at least the officials,
have long favored strong cranberry adver-
tising as bringing returns and being worth
while. The Fresh Cranberry Institute or-
- No. 4
AUGUST 1952 oa
CRANBERRIES -WAREHAM, MASSACHUSETTS
Subscription $3.00 per year
Advertising rates upon application
E a
CLARENCE J.
LARENCE J. HALL
EDITH S. HALL-Associate Editor
CORRESPONDENTS-ADVISORS
Wisconsin
C. D. HAMMOND, Jr.
Wisconsin Rapids, Wisconsin
Washington-Oregon
J. D. CROWLEY
Cranberry Specialist
Long Beach, Wash.
ETHEL M. KRANICK
Bandon, Oregon
Massachusetts
DR. HENRY J. FRANKLIN
Director Mass. State Cranberry Experiment Station
East Wareham, Mass.
BERTRAM TOMLINSON
Barnstable County Agricultural Agent
Barnstable, Mass.
New Jersey
CHARLES A. DOEHLERT,
New Jersey Cranberry and Blueberry Station
Pemberton New Jersey
ganized last year was a long step in the
right direction. But couldn't we, as an industry,
be less inclined to hide our light under
a bushel?
SOME months ago we requested growers
to indicate types of material they would
like to see in CRANBERRIES. One of
these was more scientific articles. We
have begun such a series by Dr. F. B.
Chandler of the East Wareham ExperimentStation, beginning last month with "Poor
Draining Peat", and this month, "Preliminary
Report on Fruit Development." We
trust you will find these instructive and
worthwhile.
Seventeen
Frank)lifn DayDhay
At Annual Cape
Dr. Franklin
Meeting Aug. 19th
_____to
Place a check mark against the
date Tuesday, August 19. That
will be "Dr. Franklin Day," spon-
sored by Cape Cod Cranberry
iiI R ..... '......i........
.........................
Growers' Association at its an-
nual nreeting. Held at the Cran-
berry Experiment Station as cus-
tomary, this promises, of course,
be a far more interesting day
than usual.
Special honors are planned for
Dr. H. J. Franklin as his retire-
ment draws near. Work has begun
on an addition to the station which
will be known as the "Dr. Frank
lin Room." This will not be completed
in time for the meeting,
but it should be framed in.
Morning session will begin as
usual at ten with the business
matters first to be taken up. Addresses,
election of officers and the
first U. S. D. A. official crop esti
...............................................
........... .....................................
You can have confidence in the
Iape Cod
C
.1:i~~iii~ yI~~~~~
Cranberry Cooperative
Cranberry1cooperaive
^ xation;
Inc.
IIg~ *n~
0 Nationwide-~
Nationwide Distribution for Cape Cod Cranberries
Aggressive sales planning and control
IR * Efficient and economical operations
*: R .conomical .
nd .dfioiera
I Simplified accounting -prompt payments
weaknesses of the cranberry industry.
I~ -*"---
1:~i iMEMBERSHIP OPEN
write or phone
CAPE COD CRANBERRY COOPERATIVE, Inc.
.... 17 Court Street, Plymouth, Mass.
Tel. Plymouth-1760
I Cooperating with other agencies to correct present p
........... MI: mate by C. D. Stevens will be
I given. Committee in charge of the
observance of "Dr. Franklin Day"
consists of Dr. F. C. Chandler,
chairman; Gilbert T. Beaton, sec
retary; E. L. Bartholomew in-
I coming president of the associ-
J. Richard Beattie, Dr. C.
E. Cross and Dr. Franklin himself.
.11 be served at noon.
~Luncheon will
g Longest Train of
i S
C be y Sa
Moves August 1
~The-gs largest shipment of cran
a meto ra
berry sauce ever to be made,
p A
I plant, Onset, August first. There
I| were no less than 27 cars, behind
a New Haven diesel bearing pla-
I cards. The train had 1,103,698
cans of sauce on board, representing
a value of more than $150,000.
A outa doe u alo ere
loaded,T P hloaded,
day.
andand leftleft thethe plantplant thatthat
:*:~a*.:*f'i: ... ifiOn were a number of
-hand
-,"~~~~~~~~ ^~~~ers,
NATIONAL DISTRIBUTORS
of
3a i2e ead e a,(e&4r4S4 v
for over a quarter century
for ove-r ai quarter
in United States and Canada
....
Wareham, Mass. Tel. Wareham 130 or 970
Eighteen
guests including officials of National
Cranberry Association, New
Haven railroad, Walter Pieper,
Ocean Spray brokers from Boston,
New York and Connecticut, grow-
reporters and cameramen, in-
eluding representatives of Life
magazine.
The train, to be broken up later,
was bound for New England and
Southeastern markets. Probably
the most remarkable fact was the
size of the shipment in mid-Summer,
when cranberries have not
been in heavy demand. The ship
ment was four times larger than
those customarily nrade just prior
to Thanksgiving.
FRESH FROM NEW JERSEY
(Continued from Page 5)
The program for August 28
meeting of the American Cranberry
Growers' Association has
been announced and can be found about the same. 4 ___
elsewhere in this issue. Groweres continue to do more
Jersey Blueberry Harvest Early work under the improved market SEE THE NEW
The blueberry harvest will end outlook, cleaning up bogs and a
sooner than usual; it is 7 to 10 few adding new pieces. _
days ahead of normal schedule at
time of writing (August 1). BRYANT SEES CROP E A ^
Jersey July Weather (Contnued from Page 7
Pemberton experienced the hot-slightly higher than a year ago. WR
test July in its more than 20 years Keeping quality is expected to be W
of weather recording. There were good with consumer demand for SCYTHE
22 days in the month in which the cranberries
temperature sizzled to 90°F. or at n all time high.
more, and the average maximum Bryant's talk at the Apple Con-
temperature was 90.F. The vention followed a two and a half
temperature was 90.1 F. The
average minimum temperature was hour cranberry meeting at which
200 buyers and brokers witnessed .
63.9 F. and the average temper-200 buyers and brokers witnessed
ature was 77°F. A total rainfall the unveiling of a new type of ad-
of 5.60 inches, 1.38 inches in ex-vertising and merchandising pro-lled youjustguid
cess of normal, somewhat miti-gram sponsored by the American it. Cuts tough weeds, lawns, even
gated the harmful effects of the Cranbery Exchange. A glamorous, saplingsl Save hours of toil with a
excessively high temperatures an cranberry costumed "Miss EAT-Jarl. See it now!
and
MOR", and movie actor Bruce
prevented undue damage to cran-, i t c
berries and other crops in this o, took p in tese ceearea.
monies. Hanson Lawn Mower Shop
Records kept at Chatsworth by 151 Elm Street
William S. Haines show that the DROUGHT Hanson, Mass.
temperature in that area was al-(Continued from Page 5)
Inost identical with that of Pem-1939 with 1.42; 1937 with 1.02; '36 Dahill Co.
berton. However, less rainfall was with 1.87;'34 with 1.26 and 1932 1886 Purchase Street
recorded there, the July total be-with 1.94. New Bedford, Mass.
ing 3.81 inches. Greatest damage seemed to be
The Pemberton June precipita-being done, perhaps in Carvertion
was 2.70 inches, c Hanson area, also, Wareham and Marine A ane Co.
below the normal, and the average Plymouth, Middleboro, and these Nantucket, Mass.
temperature was close to normal. towns are the very heart of the
Over the two month period (June industry. As stated before Barn-
and July) we have had 8.39 inches stable (the Cape) seemed to have Lawn & Garden Equipment Co.
of rain at Pemberton, which is had it slightly easier. A half inch 65 Stafford Road
only .46 inches below normal. Our of rain fell in the Harwich dis-Fall River, Mass.
trict on the 27th. There are also
accumulative 7 months precipita-trict on the 27th. There are also
tion for 1952 is now 31.39 inches, cooler winds on the exposed Cape H. M. Christensen Co.
about 6 inches above normal. Our and more fog at night contributing 1382 Main Street
to the easement. Brockton, Mass.
ground water and soil moisture re-to t easeme
serves as a results are in fairly Prosects Ve Good Just Before
good condition. Massachusetts bogs started into Wenham Garage
Philip E. Maruccithe season with good prospects, R. F. D. Plymouth, Mass.
(may be 600-650,000 bbls.) espe-
WASHINGTON cially just before the heat-dry
—~~~~~-.settled down for the month. Crowell's Lawn Mower
~spell Service
The 1952 season is quite late, There was generally better water 75 Iyanough Road
and two thirds of the bloom was supplies, even after frost flowing Hyannis, Mass.
still hanging on the vine in mid-than in many years. However,
July. This normally means smal-vines were particularly tender
ler berries, that is, a late set does. from a lush growth. A simile of
There is also apt to be a poorer the result would be something like
set and usually the bogs become taking a quart of ice cream from
drier later on in the season. a store freezer and then carrying tHI
While forcasting is still risky it it a long way in your car on a i _ _
seemed likely in the opinion of D. boiling day. The bogs just couldn't 1121 WASHINGTON STEET
J. Crowley that the crop prospect take it. WEST NEWTON 6b, MASS,
was not for any larger production Of course growers tried every
than last year, and probably fo r eans possible to give their bogsr
Nineteen
moisture. Those who had sprink-were failing, and some were prac-filling a spray tank to capacity
lers used them. Many kept their tically dry. Growers placed hose and then spraying the water upon
ditches full, but toward the end in ditches and used fire pumps, high places. Dryness was con-
of the month many reservoirs and at least one grower proposed sidered, however, somewhat more
of a surface dryness than a severely
low water table.
While some drought damage
was as severe as 100 percent on
a few small bogs, and some grow-
TO CONTROL ers have already made up their
/^\ ~ minds not to harvest at all on cer-CR A N DBERRY Vtain bogs, it is hoped substantial
f R T
W1Rh~DBEL I |-Y rains may come as the Sunymer
:, : l''i ji goes on and some recovery be
FRUIT ORM made, and the July picture be
FW1VR/ WV brightened up considerably. How-
ORUII
ever such berries as are gone are
gone and conditions may not improve
fast enough. Vines which
are killed are killed, too.
The Massachusetts blueberry
crop was injured to some extent
iby the hot, dry weather, and while
at the start of the season prospects
were good, it is now ex
11*l~1^ 1 1 J J U\ that when the harvest ends
6 lJ I"pected
in early August the crop will be
down quite a bit.
Rain Wqrth "Million Dollars
and RYANIA Annch
ADEQU AT E SSTOCKSTO CK S AVAILABLE Cranberries and blueberries
ADEQUATE AVA ILABLE
were of course not the only Massachusetts
crops injured. Practically
everything was burning up during
the month. So serious had the
state-wide situation become that
on July 29th Governor Dever had
asked Secretary of Agriculture
Brannan to declare Massachusetts
a crop disaster area which would
make federal loans available to
stricken farmers, and a special
FLEX SE PIP• was convened to con
•TABLEPOR |state board
+ FLEX-OSEAL PORTABLE PIPE ^sider the possibility of calling in
+ RAINBIRD SPRINKLER HEADS professional rainmakers to drench
the parched countryside. Walter
+ GORMAN RUPP PUMPING UNITS Piper, state farm marketing specialist,
well known to Massachu+
SUCTION AND DISCHARGE FITTINGS setts cranberry growers, was
* quoted as saying "the actual value
of rainfall now is. at least a mil-
Write for free descriptive literature on steel and aluminum nch
lion dollars an inch."
pipe, sprinklers, and pumping units in all sizes. Insects Well Controlled
The dry weather enabled grow
* * * ers to combat insects with maximum,
efficiency from dusts and
sprays. This growers did. There
was more material used than in
VEG-ACRE FARMS,FARMS. IRRIGATION DIV. several years. There was quite
Forestdale, Cape Co,. Mass. an infestation of fruitworm, as
Tel. Osterville 719 anticipated, this probably being
.more severe than last year. There
Twenty
was some second-brood fireworm . . ..
and there was flooding for grub.
These were the major trouble-
makers. AUGUST
Growers did this insect control, ________I
sanded, and worked! on ditches,
during the month, neither of the Climaxe the Growing Season
first two contributing any to the
size of the current crop.
ELECTRICITY
KILL WEEDS AT LESS COST
WITH
AMSCO STODDARD SOLVENT | Is the climax in Efficiency in your cran-
PROVIDENCE, R. I. Hopkins I
your home
370 Allens Avenue 1-1300 berry work, in
BOSTON, MASS. Prospect
60 Foley Street.......... 6-8100
CHICAGO, ILL. Andover
230 N. Michigan ....... 3-3050 I __ __ I.
NEW YORK CITY Murray Hill
155 E. 44th Street ...2-6490
PHILADELPHIA, PA.
Caldwell Lane
ht
Plymouth County ElectricC Co.
371L9E5.
Sat. B-ilol0 I
MILWAUKEE', WIS. Greenfield.
1719 S. 83rd St ..... 6-2630
LOS ANGELES, Calif.
8600 S. Garfield Ave.Madisoni WAREHAM PLYMOUTH
South Gate, Calif. 9-2179 WAHAM LYMU
PORTTIAND. ORE. Topaz
S. W. Gibbs St. 2-8101 i
Service in 48 States TEL. 200 TEL. 1300
AMERICAN. MINERAL SPIRITS I
COMPANY >
i...........
The 1952 Merchandising and Advertising Program
of the American Cranberry Exchange merits
the support of every Cooperative-minded cranberry
grower.
Membership in this Company automatically admits
a grower to membership in the Exchange and
Cranberry Growers Council.
The New England Cranberry Sales Company
(The Cranberry Cooperative)
9 Station Street, Middleboro, Mass.
L( -Tz::h.-a-.. ......
When It's Too Hot to Cook-
CONSUMERS WANT A MEAL
THAT'S READY -TO -SERVE !
l _.....
.......
Slin spread by.Two.Sales.Fo
wonder.i... acrosthecountryare........mor
It'snothat grocers
...........i
........ d
~
ii~:i~i~o~r~t~:iiiiiiiiiiiiiiiiiij.....
stores.
newspaper
What better time for two quality brand canned foods to get together
than during the hot weather months of July and August to promote a
Advertisements .in supplements
suggestions to maazines, newsp......
meal without cooking? Recipe ....
....... .. ........
l e s o r c e
............... .........
Ocean Spray Cranberry Sauce and Swanson Canned Chicken joined
It's no that . ....... across the contry
A full page, by 4-color advertisementOcean in LIFE Magazineside by sid................
wonder rocers a..
money displaying Spray and Swanson
stores.~~~~~~~~~~~~~~~~~~~~~~~~.............
AND nowonder that .... Ocean Spray sales went over~~~..........
It's
200,000 cases and broke the record for July!~~~~~~~~~~~~.........
BE SUREyou are shauirng the full...... benefits of this year 'ro...u................
from 44
Swanson's TV Progra m Stations
berry market. Be with National ....Cranberry........... Assoc~~~~~~~~~~........
Recipe suggestions to magazines, newspapers, radio
and TV
NATIONAL CKALVBEHIZ1-' ASSOCIATION~~~~~~~~~~.................
.... .......... ............
Selling ideas spread by Two Sales Forces
............. ...........
It's no wonder that grocers across the country are making more
money by displaying Ocean Spray and Swanson side by side in their
stores.
AND It's no wonder that Ocean Spray sales went over
200,000 cases and broke the record for July!
BE SURE you are sharing the full benefits of this year 'round cranberry
market. Be with National Cranberry Association 100 per cent.
NATIONAL CRANBERRY ASSOCIATION
THE GROWERS' COOPERATIVE
Hanson, Massachusetts
Cranberries -The National Cranberry Magazine -link page
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SERVIN; A $20,000,000 A YEAI IND %Y DUST
t } CRANB..CERRYMIZ,
i _~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
MORSE BROS. of Massachusetts Left, G. H. Morse, Jr. center, George H. Morse
Sr.; right, Clarence "Finn" Morse. CRANBERRIES Photo~
30 Cents AUGUST 1952
CLASSIFIED DIRECTORY
oFOR
C2HtuRY s EFR
HARDIE SPRAYERS ndusria Engn s
BUFFALO TURBINE
Sprayer-Duster
DISSTON CHAIN SAWS
MALL ELECTRIC "HORSEPOWER PEDIGREE"
CHAIN WITH A
SAWS WR NITsand.
GORMAN-RUPP POWER UNT S
Centrifugal Pumps CLUTCHES & TAKE 0.;'F
MATHEWS WHEEL and GENERAL INDUSTRIAL
ROLLER CONVEYOR PARTS & SERVICE
INSECTICIDES Immediate Deliveries
FUNGICIDES See Your Local Pump Dealer
WEED KILLERS or
Frost Insecticide Co. WALTER H.MORETON CORP.
24 Mill St. 9 Commercial Ave.
Arlington 74, Mass. Cambridge, Mass.BO
Tel. AR 5-6100, 5-6101
Elliot 4-7891
INSECTICIDES
HAYDEN CRANBERRY
-SEPARATOR- GS
Wareham -Mass.
Choose and Use
NEW - Niagara Dusts, S:rays and
All-Steel Dusters
Portable
CPortable
SAND LOADERS lNiagara Chemical
Stationary Conveyors Division
and Food Machinery and
ELEVATORS Chemical Corporation
|| Middleport, New York
J.i. HACKETT I = S
Tel. Rockland 1864 1 'C RIAEN I Il?ES
No. Hanover, Mass. \ I)VERTISING
o INTERNATIONAL Engines I'YS BIG
* IAVWREN(CE
Propellor Pumps DlIVIDENDS!
® DEMING
Certrifugal Pumps Reasonable RatesS
• McCULLOCH and HOME-oSouth
LITE Power Saws
NATIONAL Sickle-Bar Mow-_________Mrs.
ers
SALE
FOR SALE
FR SALE
G o o d producing bog
wih excellent water and
Property has home
and large acreage. To see
this and other good cranberry
properties see
Robert R. Larkin
Realtor -Route 28
West Harwich Tel. 1195
CORRUGATED BOXES
of Special Design
Manufactured for cran
berry growers for over
fifteen years.
o
J-J.
Corrugated Box Corp.
Fall River, Mass.
Tel. 6-8282
Cranberry Growers
Always Especially
WELCOME
toVs
Visit and Ride
THE
EDAVeLLE RAILROAD
EDAVILLE RAILROAD
Carver, Mass.
Ellis D. Atwood
Morris April Bros. AUTO
Bridgeton -Tuckahoe Cape & Vineyard .
New Jersey Electric Company Robert W SavaryRobert W. Savary
iApples ::: . Offices: . CHRYSLER-PLYMOUTH
Cranberries Chatham SALES and SERVICE
Peaches Falmouth ' | ° ||d
~Peaches| ~Falmouth Goodyear and Federal Tires
____ Hyannis
GROWERS AND Provincetown Repairs on all makes of cars
Genuine Parts and Accessories
~SHIPPERS ~Vim yard Haven
East Wareham, Mass.
Tel. Wareham 63-R
Hall & Cole Wareham Savings Bank _
Established 1848
Incorporated and
Commission Merchants Fa ut EQUIPMENT
and Jobbers Falmouth Branch
94 Faneuil Hall Market 102 H YE
Welcome Savings Accounts
BOSTON, MASS.
Loans on Real Estate SEPARATOR
Wareham -Mass.
Safe Deposit Boxes to Rent
APPLES AND CRANBERRIES
SPECIALTIES PHONE WAREHAM 82 Pumps
FALMOUTH 80 Engines
Car Lot Receivers
Wheelbarrows
The National Bank of Wareham
Conveniently located for Cranberry men A IE Y
Funds always available for sound loans
Extensive Experience in
Complete Banking Service ELECTRICAL WORK
C At Screenhouses, Bogs and
.____ Pumps Means Satisfaction
ALFRED PAPPI
Member Federal Deposit Tnsurance Corp. WAREHAM, MASS. Tel. 626
120 Puerto Rican events in Massachusetts. Features
Workers for Mass. of the festival will include the gi-WorKers foIr Miass. gantic chicken and cranberry bai-
DAMN r D DIF^ Bogs This Year becue which has proven so popuavl
NIn H l» La A total of 120 Puerto Rican lar the past two or three years,
DLE
A total of 120 Puerto Rican
the election and crowning of the
agricultural workers is to be sent 9
GROWERS ATTENTION to Massachusetts in September for cranberry queen
use in the cranberry harvest. The Plans for this event are still
number imported last year was nebulous and committee meetings
Western Pickers, Inc. 240, one reason for the smaller will begin shortly to work out the
Western Pickers, inc., number expected to be required details.
have been granted pat-this season being the small crop
anticipated now after the unfaents
by the U. S. Gov-vorable July weather.
ernment Patent Office This decision was made at a WATER WHITE
meeting of the Labor Committee
on their mechanical cran-of Cape Cod Cranberry Growers' KEROSENE
Association at the Makepeace
berry harvester known Company office, Wareham, July 28. For use on Cranberry Bogs
Frank Butler is chairman of this
as the Western Picker. committee and J. Richard Beattie,
secretary. Also STODDARD SOLVENT
If you purchase a me-The islanders will be flown to
Cape Cod, September first and will Prompt Delivery Service
chanical cranberry pick-be housed in facilities provided by
various growers. The Massachu-Franco i l PA
er be sure it is not a setts Division of Employment and Francooad Co.
machine Security Office is assisting in the INC.
which infringes
machine which infringes bringing in of the help.
CRANBERRY EKWareham, Mass.
upon the Western Pick-
CRANBERRY WEEK
er patent. "National Cranberry Week" has Tel. 39-R
been set this year for September
28 through October 4th, with main
You should receive a _
guarantee of protection | A.....l
POWER DRIVEN
against infringement' lll^^ a^ i AUTOMATIC
~/~t
^^^ PORTABLCE
since infringement, if so,
carries serious conse
quences under the law. ^ 1
.EWERthE
* LIGHT . Aluminum-built,
Weighs only 24 IbI.
* THRIFTY . ·. uns6 hour, p.r gallon.
·' SMOOTH RUNNING . Compact
Western Pickers Toublefr..^~~~~~~~~~
/
X I^~~~~~~~~~
/
125
z(4^ god^/~~~~~
/\A -_ciety
I-4 / ./=1
0
100
:3 lot. t^ i ^/
it / %/'^ / /
U /
co~ ~// 75 Am~
^~/ ~evaporation
o |/^ Aft
/ /
50o //
25 ^,
ume, ranging up to 0.004 cubic
centimeter per day.
Aldrich and Work studied the
effect of evaporation, leaf area,
and roots on the enlargement of
1 ~pearsOregon. The results
in of
I ~their were reported in
work the
_ Proceedings of the American So-
for Horticultural Science in
1934. From their results it would
appear that the growth of the
pear and the cranberry may be
different. However, they found a
decrease in growth rate when
rate was high, even
"with the soil moisture well above
the witin If this is true
wilting point.
for cranberries, the growth in
July, 1952, would be less than normal
because of the very dry sea
— son.
As cranberries are always sold
l l l l l l a weightl l basis,l should
on growers
o-—1—1—2—1—1—1— 8—1—1— consider the increase in weight in
18 U?7 5 14 23 ST0 19 28 7 15te so
JULY AUGUST SEPTEMBER OCTOBER determining whether they should
Six
s50, — [ —-1 [ | ] I l -— -studied it will be noted that 1948
was the poorer year for growth and~~~y70 -Nevertheless, August
_production.
L BLACK 1.948 was a better month than July^AFk^ -^^':~ .952.
1= August this year has started
10o /P y with 0.19 inches of rain on the
S g^ ^ . I ^first day.
130 I / _ Bryant Sees Crop
° |1601 F /
F | /^~ .4|~ ~$Of More Than
^ -E..X 900,000 Barrels
O.) ^ -• ST. LOUIS, MO., AUG. 4
^1^'//Alf A of
o. 1t~~~~ "'" / cranberry crop over 900,3.,.
__//^ barrels forecast today by
i000 was
° -.„",''4tpl^~itZ'i Bryant, Man
^, ~Harold E. General
.... ' •. . :" ager of the American Cranberry
Exchange, speaking at the 58th
220/ Annual Convention of the Interna
tional Apple Association.
/I | { l l I~ JjlI j lI-Bryant said the outlook is high
.....—13— ly uncertain as re
? — —_----3—-8 — —''—7 5 I at this time a
JULY AUGUST SEPTEMBER OCTOBER sult of drought conditions on the
be nicked when fully colored or — T 4' east coast, with growers' esti
lefto then vines to siz W eather IData mates pointing to a slight increase
left on the vines to "size up." In in Wisconsin and Oregon. Favor
1946, Howes was the only variety The following tables summarize able growing weather for the bal
studied through October 22, and if the eaerata obtanance of the season, he commented,
the September 5 weight is taken Cranberry Station, East Wareham, will be necessary if the crop is
as 100, the increase to September Mtable t wl be ned these m -to reach or exceed last year's total20 would be 2 percent; to October i ths y , thee of 932,500 barrels.
5, 4 percent; and to October 22, s s , b t The cranberry executive expects
11 percent. That is, the crop in- temperature was that prices, in line with
above 90 degrees. Both of these the up-
creased about one-tenth of 1 per-g g of the ward trend for other fruits, will be
cent per day. In 1951, the Howes maximum readings and high month-(Continued on Page 18)
berries on the early drawn bog maximum readings and high month-' -——
bries on te ly mean temperatures. The pre-GOOD RAINS INincreased in weight at the rate of cipitation for July 1952 was very MASS. FIRST OF AUGUSTtwo-tenths of 1 percent from Sep-low and 85% of this came in one In the first seven days of Au
tember 5 to October 15. The Early shower at the end of the month, gust a total of 4.30 inches of rain
Black on that bog increased at New Bedford reported this as the fell, or more than enough for the
the same rate. However, the driest July in 134 years. entire average August precipita-
Howe berries on the bog that was The data for August is also in-tion, which is 3.49. Most of this
drawn late increased 1 percent per eluded in order that Massachusetts was on Aug. 6th when there wasday. Studying the growth from growers may know the monthly 2.71 inches. Rain was recorded onSeptember 5 to Octobr 15 gives a averages and totals and thus make four days.
long growth period and mright be the comparisons during the month. This was "good" soaking rain-considered to indicate the growth It will be noted that both 1948 and fall, which certainly must have
during the entire harvest. There-1949 had high maximum temper-been beneficial to the water-
fore, it might be interesting to atures whirh gave high average starved crop on the vines, and off-study the growth from September maximum and high mean. How-set to some degrees, at least the
20 to October 15. During this per-ever, when the precipitation is record dry July weather.
iod the percent growth per day
odthe percent growth per ay JULY WEATHER DATA FROM CRANBERRY STATION, EAST WAREHAM
was Howes 1946 early water, Temperatures Precipitation
0.002; Howes 1951 early water,
Temperatures Precipitation
Greatest No.
0.000; Howes 1951 late water, No. days Days with consecutive days
Year Highest 90 or Ave. Mean Total 1/10 inch with less than
0.005, and Early Black 1951 early over Max. or over 1/10
inch
water, 0.00. Because of the in- 19:8 91 1 82.6 71.0 2.79 5 7
194.9 96 8 85.9 74.9 1.97 4 12creased risk and the increased cost 1950 90 1 82.4 71.0 1.22 4 12of protecting the berries, it is 1951 1 8.5 9 12
questionable whether a grower is AUGUST
justified in postponing harvest 1948 100 4 83.7 71.8 0.74 3 131949 100 4 83.0 71.4
after September 20 for small in- 1950 92 1 80.1 70.4 2.34 5 11
3.4 4 1
crease in weight. 1951 87 0 80.5 70.3 4,45 8 9
apypp
THEo STRONGER | nc DMNre
THEr Lw/V~e~n~o,
rn: O| sunups
Promotion and Not Production the Answer to a Successful
Industry, is the Conviction of Morse Bros., Massachusetts
Independents-Consistent Advertising-Merchandising in
Their Auto Business Convinced Them of Its Necessity-
Offer Constructive Thoughts.
By Clarence J. Hall
"Promotion, more promotion and then more promotion is what the
cranberry business needs" says George Howard Morse of Morse Bros.,
of Attleboro, Mass., independent growers and distributors. "And ade-
quate promotion and merchandising is all it needs." He firmly believes
that the potentials of cranberry marketing are not being reached.
"There is no question of the future of the cranberry industry. Why,
we'll never be able to grow enough cranberries if we do the job of mer-
chandising we could do. The future will indeed be bright." He continues,
"when all growers fully realize that their net return from either fresh
or processed fruit, is determined by only one factor. That factor is de-
mand!"
The Morses are exciting cran-
berry men to talk with. They be-
lieve more money must be spent on
advertising and general promotion
than the average grower thinks,
Their enthusiasm indicates they are
convinced this "merchandising dol-
lar" has got to be larger in pro-
portion than it ever has been-
enough larger to "scare" those who
are opposed to extensive advertis-
ing.
Morses Know Promotion
The Morses know something
about promotion-really extensive,
intensive promotion. They know
how proper advertising builds up
sales and how sales builds up busi-
ness. George Morse has been sales
manager of an Attleboro jewelry
manufacturer. He and his brother,
Clarence E., have built up Morse
Motors (Cadillacs and Pontiacs) in
the famed jewelry city of Attle-
boro, to car sales of between 700-
800 a year and with car service and
accessories are doing a million-a-
year gross, which is quite an auto-
mobile business in a town of about
24,000 population.
Their success they lay to live-
wire, pains-taking promotion. This
has cost money, but, it has brought
results. More of their hard-hitting
views on promotion in the cranberry
industry will be set forth
later.
Independent Marketers
Although independent in marketing,
Morse Bros. are charter members
of Fresh Fruit Institute. They
are convinced the industry needs
both the two major co-ops, ACE
and NCA, and try to "play along
with them" in every move which is
constructive.
The Morse cranberry growers of
Attleboro consist of George H.,
generally called Howard, and Clarence,
who has been known as
"Finn" since boyhood; Howard's
son, George Howard Morse, Jr.,
also known as Howard, Louis E.,
and Richard. The late father of
Howard and "Finn" Louis E., and
Richard pioneered the way in cranberry
growing, although Louis had
other interests as well.
Howard was born in North At
tleboro, Feb. 26, 1904, and is mar
ried, his wife being the former
Francis Rioux of Attleboro. Clar
ence, born in North Attleboro, Jan
uary 1, 1907, is married to the for
mer Janet Scott of North Attleboro
and the couple has one child,.
Louis was born in 1897 is married.
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Vine Setter and Crew at wor on a rebuilt.....Sharon section,-(CRANBERRIES Photo)
Richard was born Oct. 26, 1906, is
married and has two children.
Howard, Jr., was born Oct. 13,
1922, atended grade schools in
Attleboro and was graduated from
Tabor Academy, prep school at
Marion, Mass., which has nautical
training, and later attended Mas-
sachusetts Maritime Academy then
at Hyannis on Cape Cod. He at-
tended Babson Institute at Welles-
ley Hills, graduating in 1948, there
taking a course in business admin-
istration. He is married to the for-
mer Joan Smith of North Attle-
boro, daughter of Mr. and Mrs.
Roland Smith.
Howard in Jewelry
After High School in North At-
tleboro, Howard, Jr., went to Bry-
ant and Stratton Business College
in Providence, R. I. From 1933 un-
til 1948 he was in the jewelry
business engaged as sales man-
ager of one of the largest gold-
fill jewelry companies in the coun-
try. In this position he did exten-
sive rtavelling over the country and
learned a good deal about promo-
tion and sales. Clarence went to
Bentley School of Accounting and
worked later for an insurance com-
pany and then for Bird and Son of
East Walpole. Their father had
been prominent in the jewelry
business, was interested in the fur
trade as a yonug man, when he be-
came first interested in cranberries,
and was then in cranberries as a
side line for about 40 years until
his death.
Morse Motors was instituted in
1925 and two years later moved
into its present large quarters on
Falmouth Street. It was not until
comparatively lately that Howard
and Clarence became so deeply in-
terested in cranberry growing and
sales of fruit.
Morses Make Un Well-Balanced
Team
The Morses make up a well-bal-
anced cranberry team. Howard's
particular flare is for sales and fi-
nance. Clarence is concerned with
sales, too, but is also intensely in-
trigued by the growing end. How-
ard, Jr., is primarily devoted, at
present at least, to cranberry cul-
tivation and, his father says,
"wouldn't even consider going into
any other business." Of Clarence's
interest in the bogs, Howard de-
clares, "There is hardly a day when
the Winter flood is off, that "Finn"
doesn't take a couple of hours to
"sneak" off to look over the bogs.
Clarence, himself says, "I person-
ally get a bigger kick out of cran-
berries than the garage business."
The Morses, still relatively small
in the Massachusetts cranberry pic-
ture have in mind quite a bit of
expansion. They are also fairly
young in the game, but scarcely
strangers, with the long experience
of their father, they all knew about
cranberries since they were boys,
had picked cranberries, and for
years gave serious thought to pros-
pects of getting in themselves,
Their decision to become growers
and to sell cranberries is nothing
sudden.
One Bog Old-One New
Their cranberry holdings at pres-
ent are about 33 acres, in two bogs,
one in Sharon, 20, the other, 13, in
adjourning Wrentham. The Sharon
bog is an old one-original building
there was actually as long ago as
the Civil War, by a grandfather
of the late Roy Turner, well-re-
membered grower. This makes this
bog one of the oldest in Massachu-
setts. Wrentham bog is quite to the
contrary. Begun in 1947, it is just
now getting into maturity.
As an interesting "by-product"
of their old bog in Sharon, there is
located upon it the oldest house in
that ancient town. Owning the
oldest house in a New England
community is something of a dis-
tinction in itself. This building,
built in the 1700's, is now utilized
by the Morse Bros., in part as a
storage place. That is, the house
has been added to and the barn
reconverted to use for storage.
The building was once a tavern
on the coach road from Boston to
Providence. Local history has been
verified that, during the time of the
Revolution a Boston Tory buried
treasure on the present Morse
cranberry property-silver and
jewels.
Both Sharon and Wrentham are
in Norfolk County. Of the possi-
bilities of cranberry growing in
that inland district the Morse Bros.
are enthusiastic. They point out
that the area is natural cranberry
country. There are still many
patches of wild vines producing
each year. Years ago, they say,
there were many cultivated bogs
and they can point out probably a
total of 200 acres. They are not
wrong in this, for "The Cranberry
Industry in Massachusetts" State
College bulletin 332, gives Norfolk
269 in 1895, 289 ten years later-
its brief peak-and then a drop in
1915 to 60. But in the last decade
the curve has started up again.
They share the same cheerful
ness of the other few growers of
Norfolk-that the county grows
berries-big, sound and plentiful.
There surely are comparatively
vast acreages of good potential
bog. There is, however, the draw
back there is usualy not enough
good bog sand around present bogs,
or future ones. Sand at the Morse
properties is either too fine, clay
or it is gravel, with stones too
large to be screened economically.
The Morses buy their sand.
Norfolk County is also probably
colder than Plymouth or Barnstable
counties. But the Morses, as do
other growers of Norfolk, think
there is more sunshine during the
year. This is due to absence of as
many, foggy, cloudy days as occur
in the coastal counties. There is
plenty of deep peat. The Morses
have a peat bed from 6 to 15 feet
deep at Sharon. Water is plentiful
and there are springs in the bog it
self for additional water.
Sharon bog, as originally built
had no ditches. Seven acres have
been completely rebuilt, with
ditches, and four more now in process
of renovation. Vines are being
set with vine setter and a crew
broadcasting. Except for one small
piece, all new plantings are Howes.
The small patch of Blacks is being
put in more for a check plot than
for anything else. The new Wrentham
bog is set entirely to the late
variety.
The ancient Sharon bog has been
re-made several times. It was as
much as four feet out of level, dish-
shaped. The low center has been
refilled, material being taken from
higher areas, pushed in, as an experiment.
Both bogs are protected for frost
and irrigation, by gravity flow.
Sharon water is from three reservoirs.
Wrentham is supplied from
Rabbitt Hill Stream. One section
of the Sharon property has overhead
irrigation, which the Morses
like.
Ffto»g
As noted, with exception of the
patch of Blacks, plantings are
Howes, this late variety being con-
sidered more favorable for Nor-
folk County condition. The Morses
have gotten some excellent crops.
From one piece of the re-built
Sharon bog, a 3-acre piece, they
harvested last Fall 1,056 picking
boxes, which is a rate of produc-
tion of 117 bbls. to each acre.
"Leek" Handy Influence
The late L. B. "Leek" Handy of
Wareham was one of the earlier
growers of Plymouth County to
venture up to Norfolk for bog
building. He was a' staunch advo-
cate of Howes for Norfolk.
Probably it should have been
mentioned earlier that Mr. Handy
i?:i'::::ii::!i
i
-who turned more than one man's
thoughts towards becoming a cran-
berry grower-was actually the
"Godfather" of the Morse interest
in cranberry culture, Howard says.
The late Lewis, many years ago
became acquainted with Handy
through fur buying. The Morse
family acquired some cranberry in-
vestments with Mr. Handy in Car-
ver and Marion, and Richard Morse,
a brother, is still interested in
HIandy estate holdings. Mr. Handy
also induced the late J. E. Tweedy
and the Maintiens of North Attle-
boro, in Plymouth County cranberry
growing years ago.
Last year saw the largest crop
of the Morse Bros. to date, 1650
barrels, but they confidently expect
....
!ii
this figure to go up this Fall and
thereafter, as the renovation program
takes over and the new bog
matures.
As independent distributors last
year they merchandised approximately
10,000 bbls. They represent
about 15 growers, who are
mostly in the Plymouth County
area. Their fruit is sold under the
label "Paradise Meadow, brand,
Vine-Ripened Cape Cod Cranber
-ries." Original name of the Sharon
bog was "Paradise Meadows."
Howard believes they were the first
to use the descriptive "vineripened"
designation.
Prefer Cellophane Pack
' ' "We shin only in cellophane packages
or quarter barrels" he ex
.plains."We never ship window
boxes. In our opinion, purchasers
of cranberries 'by consumer, rep
~::~ ~~~~~~~~~~~~~~~~resent so-called "impulse buying."
i^i~::~ii~::::~::.
iiiii{1iii?~11:,i
~ !iii~;i~~~~i?~i~~~i?
::~?~
iiii~~~iii!?~?;ii::. . ~ ~
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themselves is the best means of
catching' the purchasers' eye.
~~~~~~~~~~"The cellophane package definite
: l~~y shows a great deal more of the
~. . ~~of
~of
fruit than does the box. Further,
~~~~~~~~~~~~~~~thea more expensive means
box is
packing and since the first law
merchandising is to be compe
titive, we do not believe that vol
ume buyers would pay a premium
for the window box.
"Experience has borne this out:
and we feel that the net result of
berries in the window box,
means a lower return for the grow-
He adds, he has no quarrel with
net for ourselves
thosecan producewho thinkmorewindow boxes are
more desirable to some of the con-
and ourthe coloroup of growanberries
suming public. He has made sur
veys among his outlets which prove
to his satisfaction they prefer the
cellophane.
Hloward A True Salesman
Howard Morse is the salesman
type, the extrovert, whose enthu
siasm in promotion and merchan
dising is contagious. Both he and
Clarence are salesmen themselves.
That is one reason why they are
independents. They have no axe
to grind with the co-ops. In fact,
the opposite. ACE and NCA are
necessary in the industry. "But"
i:~ s~~~~~~~~~~~~~~~~hipping
.'"'
'~~ ~~
Howard Morse and constant companion, uSpot, at Swharon Bog.
(~RANBEIeES Photo)
~:~~~ ~ ~ ~ ~ ~ ~~~~~~~<
?i:-i! ~~~~~~~~~~~~~Howard says, "we are well con"~
tent be own We
~ to our salesmen.
Howard Morse dnd constant companion, "Sot"at Sharon Bog . can produce more net for ourselves
(CRANBERRIES Photo) and our sinall group of growers,
We can do the promotional job as
w"e 'see it •b.est. ourselves." .'
Howardt does much ofe his selling ....................... .............
by telephone, but goes-out on the
road for about seven weeks each
year. For a time Morse Bros., put
out a premium.i pack under the o adv
vine-ripened labelY Tiliey atder-
ised nationally, in mediums such
as Housed Bthautiful,a Home and was_ _
Garden, Country Gentlemen, New .
` ` ......
York Times and so f orth.s
isold aarkett price, t heyd iut a
premiUm a b
found th soi e SWacs oin
er much work:
yega r from the r
after yea upper
volved that a justifiable net wasell ton
not for th a . . cacomeyindg. si ll
bracket class. Fine nruitcan beo i S Pe i Po)
Mesors i te worth-b beslie ll
ros.e yB no a wver ....
while cranberry market should
neglected. Howard, a year or so
ago, made a surveyc of sma ll gro-
ceries, the so-called "neighbor-
hoodsupermaretshehoods"rin Attleboarea.eithe "but
g orHe...
found that rony ea ewn carried
Yc ranberries-at e
cranberries atan ofte
year aeteryhetr fromtat Thanksgiv-
ra oandthat even them."
ingMot Boros. harvest
earge it h cran-
berries on sale. He said he went
after this angle on testa basis,
eandfounthnt by utting cran-
berries in such stores, the stores
began tosales. masr-
make "Your
ket is not only in the chains and
supermarkets" he declares, "but
in smaller as
markets, well.
eromtohaeirmainbrie
display everywhere to sell .them."
Morse Bros. harvest their own
crop with three Western Pickers
and package their own fruit and
that of most of the growers in
their group. As concerns the
Western, they says it has been
their experience, the machine does
not ,bruise and does pick clean,
They pick for about 60 cents a
barrel, and under the most favor-
able conditions, for as little as 24
cents per barrel.
Their packing house, a short
distance from their main garage,
was formerly a unit of the Attle-
boro street department. They en-
larged it, until it is 180x40 feet,
single story of brick and cenrent
block construction with doors at
either of the two sides for easy
entrance and unloading. The
building is adjacent to a railroad
ibe n
to e
Oldest Housein Tn at Sharon Property. .hto)
(CRANBERRIES
Dee Fillers being added. The gar-promotion M . d and
o aimreal. cAttleboro t
siding should they decide to ship
by rail rather than by truck. They
VewoHaydenthe Futors anand
have two sparators
fou Baileys. fThere pahckaging
four Their prackagiang
machines are St. Jacques (Hayden
Separator Comanp.) They utilize
Matthews conveyors have
and
streamlined all operations as much
as possible. More remodeling is
going on at present, and 2 Spee-
Dee Fillersb eing added. The gar-
promotion.
age furnishes, mechanics, in case
of need.
Views of the Future
As to the future of the cran-
berry industry here their opinion
in their own words follows: .
"As far as the future is con-
cerned, we feel that cranberry
prospects will be bright wlhen all
growers fully realize that their
net return from either fresh or
processed fruit, is determined by
only one factor. That factor is
demand. Too many growers think
that price should be determined
by the cost of production. Cost
of production is in no way, shape,
form or fancy, related to the sell-
ing price of any product. De-
mand alone wholly determines
price. W~hen growers realize this
thoroughly enough, ways and
means to increase demand will be
found, and the present demand for
can be broadened and enlarged to
c ationough allth to'take care
a great enough extent to c
of theselling ofiany
d any inpossible increase in pro-
ducmio
duction.
"Many growers think of advertrising
as an attemrpt to sell onlyby means of rdio, tevion, blboards,
newspaper and magazine
displays, etc. Actually advertis
ing is only onetool of selling, and
Merchandising, and
publicity are other tools, and a
combination of all has to be employed
in the selling of any product
if maximum results are to be
attained.
"Some promotional type of advertising
will lend itself well to
the cranberry business. Basically,
however, advertising in aniy of its
forms is no better than the ideas
behind it. 'Many products are extensively
advertised, promoted,
and publicized well in advance of
the introduuction of the product
itself. Why? To create in advance,
that all-important demand,
to insure'the desired good' return
for ' the product. In fact in a
great many lines of business it's
promote, advertise, or die.
"Ocean Spray's team' Chicken
with Cranberry is a wonderful example
of the well conceived promotion.
The thought back of their
both fresh and processed berries --romotion campaign-s-not-just to
.t..i....
sell a can of sauce but to sell
again and again and again by
making it a habit to associ-
ate chicken with cranberry. This
promotion is an adbsolute natural
and the industry is just starting
to receive its bromo
"Only the surface has yet been
scratched and, provided the pro-
motion continues on a regular
basis, the benefits will increase for
many years. -.-.
many years. i Hi
"The coming Eatmor Giveaway
I campaign is another good type of
promotion. This has been used of
course in many fields and very
'succ)essfully, and while it costs
money, demand should be
strengthened sufficiently to get
back all costs plus a profit for the
industry.
"If we want a strong demand
for our fruit with the resulting
strong price, we rust expand to
the fullest extent possible, our
markets-not just one, but both
fresh and processed, and at the
same time. Remember, stronger
the demand, the better the net re-
turn. Anyone who will study the
Ocean Spray sales record of the
last few years and will also look
at the constant advertising ex-
penditure, can plainly see that pro-
motion money pays very big divi-
dends. Prices have been increased
twice on the cranberry sauce, but
Peace of mYind
reacea o
quired but well
the thing to remember is that it
could not be increased until the
demand had been strengthened-
and the promotion strengthened
the demand.
"Exactly the same results can
in promoting frs
fresh
fruit sales. Those growers who
despair of the continued large vol-
ume fresh fruit market, simply
don't realize the huge volume of
profitable business that can be de-
veloped by consistent, well organ-
ized, and well financed promotional
campaign in the fresh fruit field.
This whole field of fresh fruit and
vegetables, not jlust cranberries
alone, are just waking up to their
profit possibilities through better
merchandising and promotion. If
the cranberry industry doesn't
step up to this market and promote
their cranberries, the boat
will be missed.
Their Opinions
Merit Consideration
"The nature of any product in
the final analysis, determines its
sales policy and the percentage
of an industries product that
should be put into advertising or
promotion of course varies. Cran-
berry growers in the main, are
too apt to think of quarters and
half dollars per barrel as enough
for advertising. When the day
comes when they all realize to the
is not easily a-
S mnot easily ac-
planned insur-
ance can sure help dispel a heap
of worry-
Eben A. Thacher
Brewer & Lord
40 Broad Street, Boston, Mass.
Telephone: Hancock 6-0830
Twplv,
marrow of their bones, that demand
alone, not cost of production,
determines price, this industry will
each and every year, willingly
spend one or two dollars per barrel
on promotion in it's various
foen they do, rained
cranberries will be a profitable
business and will continue to be
profitable just as long as the product
is properly merchandised."
These are strong, carefully
are
thought-out ideas for the future
of cranberries .They merit consideration.
Great \oods Fire
Sweeps Valuable
Mass. CranberryArea
With woods tinder-dry during
July all cranberry growers in Massachusetts
were fearful of fires.
On July 24 at 12:30 noon the
worst Massachusetts fire of 1952
to date broke out near Bump's
Pond in South Carver, not far
from the Wareham-Carver town
line. The area is filled with acres
of cranberry bog. Black and white
smoke rolled an estimated 8,000
feet into the hot sky.
Before the fire was under control
late that afternoon, an area
four miles long by a mile wide
had been swept by flames driven
by northeast winds which varied
wierdly, from time to time. Estimated
loss was $100,000. No bogs
were burned, but much pine land,
including 75 acres of the A. D.
Makepeace company and 75 by the
Smith-Hammond company, also
owned by Makepeace interests
were destroyed.
This was part of the "Tree
Farm" of Mr. Makepeace, for
which he had received the first
Bay State award going to a cranberry
grower, as reported in the
June issue of CRANBERRIES.
Loss was estimated at $20,000 by
Makepeace interests alone.
Four hundred men from 28 Plymouth
County communities fought
the blaze, directed by a plane from
Plymouth County Conservation
Service and by Mrs. Alida Barns,
56, fire watcher atop the 75 foot
tower at the State Myles Standish
Reservation. She is the only
woman fire watcher in Massachu-
isetts. A truck of East Wareham
Forest Fire Department was de-
stroyed and many thousands of
feet of hose, owned by Middle-
boro.
State Forestry Director Ray-
mrond E. Kenney, who was in
charge of fighting operations,
called it one of the worst in his
experience. Nlo vines were burned,
but some were scorched by the
heat. Some bogs in areas were
flooded, including the Harwich
bog of the A. D. Makepeace Co.
This was a treacherous fire with
so many and such valuable bogs
throughout the area. Cause was
unknown. There had been a fire
in the same locality on the 20th
but this had been officially de
clared out.
Annual New JerseyMeeting August 28
e
President Archer Coddington
has announced that the regular
Summer meeting for this oldest of
New Jersey growers' associations
will be held at Stanley Switlik's
layaway Plantation at Prosper-
town, N. J., on August 28. The
meeting will begin at 10:30 a.m.
The following program will be
presented:
Opening remarks by the presi-
dent; New Jersey's appreciation
for Dr. H. J. Franklin's research
Charles Doehlert; results of apply-
ing dormant sprays against cranberry
scale, by Martin T. Hutchinson;
research with the Steri-
Cooler, by Ernest G. Christ;
lunch; colored illustrations of
cranberry insects with emphasis
on their natural enemies, by Wal-
A large attendance is expected.
Friends and families of members
customarily come. Growers who
wish to learn about the organiza-
tion-which exists solely for the
exchange of information-are cordially
invited.
MASS. STATE BOG
BLUEBEKKRIES PICRKED
BY THE PUBLIC
Cultivated blueberries at the
Massachusetts State Bog this year
were harvested in a new manner,
neither by the Station itself, or
by contract. Instead the public
was invited by Dr. F. B. Chand-
ler, who had charge to come in and
pick their own fruit at 25 cents
a quart.
The crop was not large this
l
year, as, for one thing, there had
been considerable replanting.
However, many read advertisements
of the offer and from day
to day, except on Sundays, there
were pickers in the field, and as
August came in the crop was being
harvested.
INDIAN TRAIL is growers working together
i 'private enterprise."
THAT IS WHY
I
I
j
INDIAN TRAIL IS BEST FOR SERVICE.
INDIAN TRAIL IS BEST FOR SALES.
INDIAN TRAIL Is LOW IN FEES.
ra bery Gs,
Mead-Wittr Bldg.
WISCONSIN RAPIDS WISCONSIN
_E--
Growers Of
Phone 147 WAREHAM, MASS.
!
Thirt:e
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ley,~~~~~~~~~~~~~~~~~~~~~~: rereeninLife waves frm he long trai
wainsupde.)owrtainmancaboose as
pullsout, ~ ' ' (CRANBERRIES Photo)~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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·-i.
This air view shows the dangerous Carver-Wareham, Massachusetts::fire shortly after it had started.
In the foreground, right, is the L'Round Bog" and left, the "Harwich Bog" Of A. D. Makepeace Co. Above,
left, is Bumpus bog, on the shores of which the blaze began. A.b·ove that is the Edwards bog. Above that and
to the left and center, bogs of E. L. Bartholonrew and Smith Hammond Company, respedtively. Wooded
area in the foreground was later burned over.
This was an extremely dangerous fire with so much valuable bog and woodland all through the area.
All who had charg·e of the fight say it was worst, or one of the worst, woods fire they had ever experienced.
(Wareham.-: .Courier Photo)
Fiffsctrr
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S~~~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~~~:ixteen..;.:::::....::::
Vol. 17
6dittial•— ISSUE OF
THE GREAT DROUGHT
JULY was a montts of discouragement to
the growers of Massachusetts. It is not
a happy experience to see so many thou-
sands of barrels of cranberries burn on the
vines because there is simply no rain, and
the sun shines down relentlessly day after
day with such extreme highs in temperature.
This was the hottest and driest July
weather ever recorded in Massachusets
cranberry records.
The damage to the Massachusetts crop
has been severe. In a report elesewhere in
this issue, the story of the great drought and
heat is told. We have not intended to overemphasize
the loss, nor can it be minimized.
Estimates are often dangerous things to
make. Such as in this case of per cents-
per cents of what? Obviously nobody
knew even before this disaster struck what
the crop would be next fall. However, the
situation for Massachusetts is admittedly
bad. It may improve in August or get
worse-all depending upon the weather.
While growers were practically help-
less in July against the weather, they could
do something about insects and they did.
The dryness favored insecticide applica-
tions, especially dusts. This, of course, cost
money, too.
DO WE REALLY ADVERTISE ENOUGH?
4[RE cranberry growers, as a class, too
— cautious in their evaluation of adver-
l:ising? That would be one of the points
ra;sed in the interesting comments of
George H. Morse in the article upon the
Morse Bros. in this issue. Do too many
growers merely regard an advertising as-
sessment as simply an extra cost of cran-
berry growing per barrel?
With Mr. Morse's contention that the
stronger the demand the greater should be
the net return, there can be little argument.
And he is not the first to state that cost of
production has no effect upon price; that
price depends upon demand. Demand maybe created by effective and adequate "ad-
vertising" and by "advertising" is meant all
forms of promotion.
NCA and ACE, or at least the officials,
have long favored strong cranberry adver-
tising as bringing returns and being worth
while. The Fresh Cranberry Institute or-
- No. 4
AUGUST 1952 oa
CRANBERRIES -WAREHAM, MASSACHUSETTS
Subscription $3.00 per year
Advertising rates upon application
E a
CLARENCE J.
LARENCE J. HALL
EDITH S. HALL-Associate Editor
CORRESPONDENTS-ADVISORS
Wisconsin
C. D. HAMMOND, Jr.
Wisconsin Rapids, Wisconsin
Washington-Oregon
J. D. CROWLEY
Cranberry Specialist
Long Beach, Wash.
ETHEL M. KRANICK
Bandon, Oregon
Massachusetts
DR. HENRY J. FRANKLIN
Director Mass. State Cranberry Experiment Station
East Wareham, Mass.
BERTRAM TOMLINSON
Barnstable County Agricultural Agent
Barnstable, Mass.
New Jersey
CHARLES A. DOEHLERT,
New Jersey Cranberry and Blueberry Station
Pemberton New Jersey
ganized last year was a long step in the
right direction. But couldn't we, as an industry,
be less inclined to hide our light under
a bushel?
SOME months ago we requested growers
to indicate types of material they would
like to see in CRANBERRIES. One of
these was more scientific articles. We
have begun such a series by Dr. F. B.
Chandler of the East Wareham ExperimentStation, beginning last month with "Poor
Draining Peat", and this month, "Preliminary
Report on Fruit Development." We
trust you will find these instructive and
worthwhile.
Seventeen
Frank)lifn DayDhay
At Annual Cape
Dr. Franklin
Meeting Aug. 19th
_____to
Place a check mark against the
date Tuesday, August 19. That
will be "Dr. Franklin Day" spon-
sored by Cape Cod Cranberry
iiI R ..... '......i........
.........................
Growers' Association at its an-
nual nreeting. Held at the Cran-
berry Experiment Station as cus-
tomary, this promises, of course,
be a far more interesting day
than usual.
Special honors are planned for
Dr. H. J. Franklin as his retire-
ment draws near. Work has begun
on an addition to the station which
will be known as the "Dr. Frank
lin Room." This will not be completed
in time for the meeting,
but it should be framed in.
Morning session will begin as
usual at ten with the business
matters first to be taken up. Addresses,
election of officers and the
first U. S. D. A. official crop esti
...............................................
........... .....................................
You can have confidence in the
Iape Cod
C
.1:i~~iii~ yI~~~~~
Cranberry Cooperative
Cranberry1cooperaive
^ xation;
Inc.
IIg~ *n~
0 Nationwide-~
Nationwide Distribution for Cape Cod Cranberries
Aggressive sales planning and control
IR * Efficient and economical operations
*: R .conomical .
nd .dfioiera
I Simplified accounting -prompt payments
weaknesses of the cranberry industry.
I~ -*"---
1:~i iMEMBERSHIP OPEN
write or phone
CAPE COD CRANBERRY COOPERATIVE, Inc.
.... 17 Court Street, Plymouth, Mass.
Tel. Plymouth-1760
I Cooperating with other agencies to correct present p
........... MI: mate by C. D. Stevens will be
I given. Committee in charge of the
observance of "Dr. Franklin Day"
consists of Dr. F. C. Chandler,
chairman; Gilbert T. Beaton, sec
retary; E. L. Bartholomew in-
I coming president of the associ-
J. Richard Beattie, Dr. C.
E. Cross and Dr. Franklin himself.
.11 be served at noon.
~Luncheon will
g Longest Train of
i S
C be y Sa
Moves August 1
~The-gs largest shipment of cran
a meto ra
berry sauce ever to be made,
p A
I plant, Onset, August first. There
I| were no less than 27 cars, behind
a New Haven diesel bearing pla-
I cards. The train had 1,103,698
cans of sauce on board, representing
a value of more than $150,000.
A outa doe u alo ere
loaded,T P hloaded,
day.
andand leftleft thethe plantplant thatthat
:*:~a*.:*f'i: ... ifiOn were a number of
-hand
-"~~~~~~~~ ^~~~ers,
NATIONAL DISTRIBUTORS
of
3a i2e ead e a,(e&4r4S4 v
for over a quarter century
for ove-r ai quarter
in United States and Canada
....
Wareham, Mass. Tel. Wareham 130 or 970
Eighteen
guests including officials of National
Cranberry Association, New
Haven railroad, Walter Pieper,
Ocean Spray brokers from Boston,
New York and Connecticut, grow-
reporters and cameramen, in-
eluding representatives of Life
magazine.
The train, to be broken up later,
was bound for New England and
Southeastern markets. Probably
the most remarkable fact was the
size of the shipment in mid-Summer,
when cranberries have not
been in heavy demand. The ship
ment was four times larger than
those customarily nrade just prior
to Thanksgiving.
FRESH FROM NEW JERSEY
(Continued from Page 5)
The program for August 28
meeting of the American Cranberry
Growers' Association has
been announced and can be found about the same. 4 ___
elsewhere in this issue. Groweres continue to do more
Jersey Blueberry Harvest Early work under the improved market SEE THE NEW
The blueberry harvest will end outlook, cleaning up bogs and a
sooner than usual; it is 7 to 10 few adding new pieces. _
days ahead of normal schedule at
time of writing (August 1). BRYANT SEES CROP E A ^
Jersey July Weather (Contnued from Page 7
Pemberton experienced the hot-slightly higher than a year ago. WR
test July in its more than 20 years Keeping quality is expected to be W
of weather recording. There were good with consumer demand for SCYTHE
22 days in the month in which the cranberries
temperature sizzled to 90°F. or at n all time high.
more, and the average maximum Bryant's talk at the Apple Con-
temperature was 90.F. The vention followed a two and a half
temperature was 90.1 F. The
average minimum temperature was hour cranberry meeting at which
200 buyers and brokers witnessed .
63.9 F. and the average temper-200 buyers and brokers witnessed
ature was 77°F. A total rainfall the unveiling of a new type of ad-
of 5.60 inches, 1.38 inches in ex-vertising and merchandising pro-lled youjustguid
cess of normal, somewhat miti-gram sponsored by the American it. Cuts tough weeds, lawns, even
gated the harmful effects of the Cranbery Exchange. A glamorous, saplingsl Save hours of toil with a
excessively high temperatures an cranberry costumed "Miss EAT-Jarl. See it now!
and
MOR", and movie actor Bruce
prevented undue damage to cran-, i t c
berries and other crops in this o, took p in tese ceearea.
monies. Hanson Lawn Mower Shop
Records kept at Chatsworth by 151 Elm Street
William S. Haines show that the DROUGHT Hanson, Mass.
temperature in that area was al-(Continued from Page 5)
Inost identical with that of Pem-1939 with 1.42; 1937 with 1.02; '36 Dahill Co.
berton. However, less rainfall was with 1.87;'34 with 1.26 and 1932 1886 Purchase Street
recorded there, the July total be-with 1.94. New Bedford, Mass.
ing 3.81 inches. Greatest damage seemed to be
The Pemberton June precipita-being done, perhaps in Carvertion
was 2.70 inches, c Hanson area, also, Wareham and Marine A ane Co.
below the normal, and the average Plymouth, Middleboro, and these Nantucket, Mass.
temperature was close to normal. towns are the very heart of the
Over the two month period (June industry. As stated before Barn-
and July) we have had 8.39 inches stable (the Cape) seemed to have Lawn & Garden Equipment Co.
of rain at Pemberton, which is had it slightly easier. A half inch 65 Stafford Road
only .46 inches below normal. Our of rain fell in the Harwich dis-Fall River, Mass.
trict on the 27th. There are also
accumulative 7 months precipita-trict on the 27th. There are also
tion for 1952 is now 31.39 inches, cooler winds on the exposed Cape H. M. Christensen Co.
about 6 inches above normal. Our and more fog at night contributing 1382 Main Street
to the easement. Brockton, Mass.
ground water and soil moisture re-to t easeme
serves as a results are in fairly Prosects Ve Good Just Before
good condition. Massachusetts bogs started into Wenham Garage
Philip E. Maruccithe season with good prospects, R. F. D. Plymouth, Mass.
(may be 600-650,000 bbls.) espe-
WASHINGTON cially just before the heat-dry
—~~~~~-.settled down for the month. Crowell's Lawn Mower
~spell Service
The 1952 season is quite late, There was generally better water 75 Iyanough Road
and two thirds of the bloom was supplies, even after frost flowing Hyannis, Mass.
still hanging on the vine in mid-than in many years. However,
July. This normally means smal-vines were particularly tender
ler berries, that is, a late set does. from a lush growth. A simile of
There is also apt to be a poorer the result would be something like
set and usually the bogs become taking a quart of ice cream from
drier later on in the season. a store freezer and then carrying tHI
While forcasting is still risky it it a long way in your car on a i _ _
seemed likely in the opinion of D. boiling day. The bogs just couldn't 1121 WASHINGTON STEET
J. Crowley that the crop prospect take it. WEST NEWTON 6b, MASS,
was not for any larger production Of course growers tried every
than last year, and probably fo r eans possible to give their bogsr
Nineteen
moisture. Those who had sprink-were failing, and some were prac-filling a spray tank to capacity
lers used them. Many kept their tically dry. Growers placed hose and then spraying the water upon
ditches full, but toward the end in ditches and used fire pumps, high places. Dryness was con-
of the month many reservoirs and at least one grower proposed sidered, however, somewhat more
of a surface dryness than a severely
low water table.
While some drought damage
was as severe as 100 percent on
a few small bogs, and some grow-
TO CONTROL ers have already made up their
/^\ ~ minds not to harvest at all on cer-CR A N DBERRY Vtain bogs, it is hoped substantial
f R T
W1Rh~DBEL I |-Y rains may come as the Sunymer
:, : l''i ji goes on and some recovery be
FRUIT ORM made, and the July picture be
FW1VR/ WV brightened up considerably. How-
ORUII
ever such berries as are gone are
gone and conditions may not improve
fast enough. Vines which
are killed are killed, too.
The Massachusetts blueberry
crop was injured to some extent
iby the hot, dry weather, and while
at the start of the season prospects
were good, it is now ex
11*l~1^ 1 1 J J U\ that when the harvest ends
6 lJ I"pected
in early August the crop will be
down quite a bit.
Rain Wqrth "Million Dollars
and RYANIA Annch
ADEQU AT E SSTOCKSTO CK S AVAILABLE Cranberries and blueberries
ADEQUATE AVA ILABLE
were of course not the only Massachusetts
crops injured. Practically
everything was burning up during
the month. So serious had the
state-wide situation become that
on July 29th Governor Dever had
asked Secretary of Agriculture
Brannan to declare Massachusetts
a crop disaster area which would
make federal loans available to
stricken farmers, and a special
FLEX SE PIP• was convened to con
•TABLEPOR |state board
+ FLEX-OSEAL PORTABLE PIPE ^sider the possibility of calling in
+ RAINBIRD SPRINKLER HEADS professional rainmakers to drench
the parched countryside. Walter
+ GORMAN RUPP PUMPING UNITS Piper, state farm marketing specialist,
well known to Massachu+
SUCTION AND DISCHARGE FITTINGS setts cranberry growers, was
* quoted as saying "the actual value
of rainfall now is. at least a mil-
Write for free descriptive literature on steel and aluminum nch
lion dollars an inch."
pipe, sprinklers, and pumping units in all sizes. Insects Well Controlled
The dry weather enabled grow
* * * ers to combat insects with maximum,
efficiency from dusts and
sprays. This growers did. There
was more material used than in
VEG-ACRE FARMS,FARMS. IRRIGATION DIV. several years. There was quite
Forestdale, Cape Co,. Mass. an infestation of fruitworm, as
Tel. Osterville 719 anticipated, this probably being
.more severe than last year. There
Twenty
was some second-brood fireworm . . ..
and there was flooding for grub.
These were the major trouble-
makers. AUGUST
Growers did this insect control, ________I
sanded, and worked! on ditches,
during the month, neither of the Climaxe the Growing Season
first two contributing any to the
size of the current crop.
ELECTRICITY
KILL WEEDS AT LESS COST
WITH
AMSCO STODDARD SOLVENT | Is the climax in Efficiency in your cran-
PROVIDENCE, R. I. Hopkins I
your home
370 Allens Avenue 1-1300 berry work, in
BOSTON, MASS. Prospect
60 Foley Street.......... 6-8100
CHICAGO, ILL. Andover
230 N. Michigan ....... 3-3050 I __ __ I.
NEW YORK CITY Murray Hill
155 E. 44th Street ...2-6490
PHILADELPHIA, PA.
Caldwell Lane
ht
Plymouth County ElectricC Co.
371L9E5.
Sat. B-ilol0 I
MILWAUKEE', WIS. Greenfield.
1719 S. 83rd St ..... 6-2630
LOS ANGELES, Calif.
8600 S. Garfield Ave.Madisoni WAREHAM PLYMOUTH
South Gate, Calif. 9-2179 WAHAM LYMU
PORTTIAND. ORE. Topaz
S. W. Gibbs St. 2-8101 i
Service in 48 States TEL. 200 TEL. 1300
AMERICAN. MINERAL SPIRITS I
COMPANY >
i...........
The 1952 Merchandising and Advertising Program
of the American Cranberry Exchange merits
the support of every Cooperative-minded cranberry
grower.
Membership in this Company automatically admits
a grower to membership in the Exchange and
Cranberry Growers Council.
The New England Cranberry Sales Company
(The Cranberry Cooperative)
9 Station Street, Middleboro, Mass.
L( -Tz::h.-a-.. ......
When It's Too Hot to Cook-
CONSUMERS WANT A MEAL
THAT'S READY -TO -SERVE !
l _.....
.......
Slin spread by.Two.Sales.Fo
wonder.i... acrosthecountryare........mor
It'snothat grocers
...........i
........ d
~
ii~:i~i~o~r~t~:iiiiiiiiiiiiiiiiiij.....
stores.
newspaper
What better time for two quality brand canned foods to get together
than during the hot weather months of July and August to promote a
Advertisements .in supplements
suggestions to maazines, newsp......
meal without cooking? Recipe ....
....... .. ........
l e s o r c e
............... .........
Ocean Spray Cranberry Sauce and Swanson Canned Chicken joined
It's no that . ....... across the contry
A full page, by 4-color advertisementOcean in LIFE Magazineside by sid................
wonder rocers a..
money displaying Spray and Swanson
stores.~~~~~~~~~~~~~~~~~~~~~~~~.............
AND nowonder that .... Ocean Spray sales went over~~~..........
It's
200,000 cases and broke the record for July!~~~~~~~~~~~~.........
BE SUREyou are shauirng the full...... benefits of this year 'ro...u................
from 44
Swanson's TV Progra m Stations
berry market. Be with National ....Cranberry........... Assoc~~~~~~~~~~........
Recipe suggestions to magazines, newspapers, radio
and TV
NATIONAL CKALVBEHIZ1-' ASSOCIATION~~~~~~~~~~.................
.... .......... ............
Selling ideas spread by Two Sales Forces
............. ...........
It's no wonder that grocers across the country are making more
money by displaying Ocean Spray and Swanson side by side in their
stores.
AND It's no wonder that Ocean Spray sales went over
200,000 cases and broke the record for July!
BE SURE you are sharing the full benefits of this year 'round cranberry
market. Be with National Cranberry Association 100 per cent.
NATIONAL CRANBERRY ASSOCIATION
THE GROWERS' COOPERATIVE
Hanson, Massachusetts
Cranberries -The National Cranberry Magazine -link page
Cranberries -The National Cranberry Magazine -link page
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